West County Gardener announces 2008 green market research study

October 01, 2008
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A majority of independent garden centre retailers believe consumer concerns about the environment will remain high and that consumers will purchase a green product despite higher costs than standard products.

Respondents also believe the environment continues to be a concern for consumers despite recent trend data which suggests consumers may be fatigued by green marketing and green sales claims and programming.

These and other findings were released today in a 2008 Green Market Study sponsored by West County Gardener. West County Gardener polled over 200 independent garden centre staff members at the 2008 Independent Garden Center show in Chicago. According to the study, respondents believe consumers perceive green products to be of the same or better quality than similar products constructed of non-environmentally friendly materials. West County Gardener is a San Francisco-based manufacturer of high performance garden and landscape gloves designed to fit men and women. Their 2009 gloves will contain recycled PET material.

Other notable study insights include:

* 78 per cent of respondents believed that consumers were willing to pay slightly more for green products. 

* 85 per cent of respondents believed that consumers perceive green products to be of the same or better quality than their conventional counterparts.

* 52 per cent of those surveyed believed that consumers were either moderately to highly concerned about the health of the environment.

* Almost 85 per cent of those surveyed said that they sell environmentally friendly or recycled content products either within their stores or online.

* Of those respondents whose stores sell green products, the most common environmentally friendly product sold was fertilizer, followed by soil conditioners, pots, and hoses or watering grips.

* The most common responses from respondents when asked to define a green product were “doesn’t harm the environment,” “made from recycled materials,” and “100 per cent biodegradable.”

* Only 33 per cent of respondents said they do special promotion or events for Earth Day.

“We were surprised that many independent retailers believe their customers will pay more for green products in the current economy,” says Beverly Schor, West County Gardener founder.  “We’ve priced our new recycled content gloves to be the same as our conventional gloves because we believe it’s the right thing to do.  We feel that part our job as a responsible manufacturer is to design environmentally friendly products at the same quality and price, and simultaneously reduce impact on the environment.” 

According to Schor, each pair of West County Gardener’s new recycled content gloves removes one 8-ounce plastic water bottle from landfills and uses less energy to produce. The new recycled glove line will be available at retail beginning January 2009.

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