Tag Archives: green products

Thirty-one percent of 18- to 24-year-olds says YES to Green Products

Harris Interactive found that while concern and awareness around environmental issues has slipped since 2009, it has not affected how consumers say environmental issues influence their purchasing behavior. Young adults are the exception – those18 to 24, are actually more likely to consider the environment in their spending now than than before.

Adults between the ages of 18 and 24 show the biggest change in shopping behavior when it comes to environmental awareness and responsibility:

  • 35 percent said they are willing to pay extra for a green product, an increase from 27 percent in 2010 and 25 percent in 2009.
  • Although just 4 percent of all U.S. adults seek out green products and services regardless of the cost—virtually unchanged from 3 percent in 2010 and 2009 – 18- to 24-year-olds are at 11 percent, far above the 3 percent rate in 2010 and 2009.
  • However, 51 percent of this youngest adult age group said they are not willing to pay extra for green products.

Among total adults, however, the survey found that consumers are now less likely to do each of the following activities in their daily life:

  • Reuse things they have instead of throwing them away or buying new items (65 percent in 2009 vs. 61 percent in 2012).
  • Make an effort to use less water (60 percent in 2009 vs. 57 percent in 2010 and 2012).
  • Buy food in bulk (33 percent in 2009 vs. 30 percent in 2012).
  • Purchase all-natural products (18 percent in 2009 vs. 16 percent in 2012); and Purchase organic products (17 percent in 2009 vs. 15 percent in 2010 and 2012).

A quarter of U.S. adults (26 percent) said that environmental issues are either “extremely” or “very” important to them when deciding which products or services to purchase. This number remains consistent across gender, geography, education and income, according to the study. The percentage has moved little over the years: 27 percent of U.S. adults said environmental issues were extremely or very important to their purchasing decisions in 2010 and 26 percent said the same in 2009.

Americans also show a preference for products and services that are “green,” with 79 percent seeking out green products, slightly up from 78 percent in 2010 and 76 percent in 2009. Additionally, 31 percent of U.S. adults said they are willing to pay extra for a green product, up from 28 percent in 2010. Thirty-two percent said the same in 2009.

More than 2,451 U.S. adults aged 18 and older were polled for this survey.

via Harris Poll: Young Adults Willing to Pay Extra for Green Products – Green Retail Decisions.

Whole Foods, Trade Joe’s and Apple ranked in the U.S. top 10

Trader Joe’s took the No. 5 slot with Apple coming in at No. 9. Other top 10 brands were Tom’s of Maine, Burt’s Bees, The Walt Disney Company, S.C. Johnson, Dove and Starbucks and Microsoft, which tied for No. 10. Consumers said that what makes a green brand is its commitment to green products, corporate actions and values. Other top attributes of green companies is the offer good value, are responsible and reliable, are trustworthy and care about their customers.

“When we analyzed the approach of the top ten brands companies, using our Esty Environmental Scorecard, it was clear that the winners achieve a product-value-information trifecta,” said Amy Longsworth, partner at Esty Environmental Partners. “The top brands offer clear price value through co-benefits: a great innovative product that meets my functional needs plus green attributes that meet my values needs. These companies also tend to have robust life-cycle insight and complete sustainability strategies across their value chains, which enable them to draw from rich experience and data for their consumer communications.”

The seventh annual Green Brands study polled more than 9,000 people in eight and was conducted by WPP agencies Cohn & Wolfe, Landor Associates and Penn Schoen Berland Associates, as well as independent sustainability strategy consulting firm Esty Environmental Partners.

The study also found that consumers’ appetite for green products has increased significantly over the past year, with special interest around environmental products in the auto, energy and technology sectors.

When it comes to current usage of green products or services, the 2011 study reveals that the household products and grocery categories have the highest consumer adoption rates in all countries except China, where packaged goods/beverages and personal care are the most used categories.

“We’re seeing a shift in the ‘In Me, On Me, Around Me’ mentality when it comes to purchasing green products,” said Russ Meyer, Chief Strategy Officer of Landor Associates. “Consumers have a good understanding of how green choices in personal care, food and household products directly affect their families, and they are now seeing benefits like costs savings that attract them to higher cost items like cars and technology.” (Source: GreenRetail decisions)