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Eighty-two per cent of consumers still buying green: report


February 13, 2009
By Green Seal and EnviroMedia Social Marketing

Feb. 13, 2009 – Four out of five people in the U.S. say they are still buying green products and
services today—which sometimes cost more—even in the midst of a recession.

Four out of five people in the U.S. say they are still buying green products and
services today—which sometimes cost more—even in the midst of a recession.

A new study commissioned by Green Seal and EnviroMedia Social Marketing
and conducted by Opinion Research Corporation reveals peoples’ opinions
and behaviors about products that claim to be environmentally friendly.
Half of the 1,000 people surveyed say they are buying just as many green
products now as before the economic downturn, while 19 percent say they
are buying more green products. Fourteen percent say they are buying
fewer environmentally green products.

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2009 National Green Buying Research

Other key findings in the new research conducted by telephone in a
random-digit-dial sample:

Brand Reputation Matters More Than Ads

  • Twenty-one percent (21%) of consumers say a product’s reputation is
    the biggest factor they weigh when making purchasing decisions
    followed by word of mouth (19%) and brand loyalty (15%). Just 9
    percent say green advertising is their primary influencer.

More “Green Claims” Education Needed

  • About one in three consumers say they don’t know how to tell if green
    product claims are true.

  • One in 10 consumers blindly trusts green product claims.

  • Consumers are verifying green claims by reading the packaging (24%)
    and turning to research (going online, reading studies; 17%).

What Consumers Say Versus Do

  • While 87 percent of people surveyed say they recycle, the
    Environmental Protection Agency reports just 33 percent of our waste
    is diverted from landfills.

  • The other things people do are look for minimally packaged goods (60%)
    which is statistically tied with buying green cleaning products (58%).
    Buying green personal-care products came in at 31%.

"This research suggests that consumers are buying green products second
only to participating in recycling,” said Arthur Weissman, Ph.D., Green
Seal's President and CEO. "This increased consumer demand sends a signal
to manufacturers to produce products that are truly green.”

 


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