82 Percent of Consumers Buying Green Despite Battered
out of five people say they are still buying green products and
services today-which sometimes cost more-even in the midst of a U.S.
A 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
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.
2009 National Green Buying Research
Other key findings
in the new research conducted by telephone in a random-digit-dial
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
More "Green Claims" Education Needed
What Consumers Say Versus Do
- 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;
- 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%), buy green cleaning products, (58%) and buy green
personal-care products (31%).