A survey of 22,000 US folk suggests that green issues are more of a concern for consumers than many brands hope. The survey by Information Resources asked Americans to determine the impact of four key sustainability features in their product and store selection-organic, eco-friendly products, eco-friendly packaging and fair treatment of employees and suppliers. The results show that approximately 50 percent of U.S. consumers consider at least one sustainability factor in selecting consumer packaged goods items and choosing where to shop for those products.
Careful how you read that figure because it’s made up from a number of answers – but it still is a helpful indication of the continuing rise of eco-demand. Some stats that the Environmental Leader site identified:
More ate: Environmental Leader · Green Business and Corporate Sustainability News
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In my opinion, the numbers on that site were a little misleading, in the end all I got out of it was that 57 percent don’t care at all about “environmental concerns” when selecting a store. Personally, I would really like to see the questions they asked in that survey. I suspect that findings that you pointed out are inflated. Statements such as “39 percent of Consumers consider organic benefits when selecting brands” are really on the vague side, I’d be much more interested to know what percent of purchasers consider the benefits of organic and purchase organic when there is a price premium, and moreover the percentage of purchasers as that premium rises. Their strongest example of packaging incentive comes from laundry detergent, however purchasing concentrated detergent with the smaller packaging also has a huge price incentive.
January 9th, 2008 at 3:04 pm