Monday, February 9, 2009

82% of Consumers Buying Green, Despite Economy

Four out of five people say they are still buying green products and services today — which sometimes cost more than conventional goods — even in the midst of a brutal U.S. recession, according to a recently released study commissioned by Green Seal and EnviroMedia Social Marketing.

Half of the 1,000 people surveyed buy 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.

Just 9 percent of respondents say green advertising is their primary influencer. Twenty-one percent 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%).

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%).

At eco imprints, we've found buyers are as conscious as ever — many requiring documentation on manufacturing processes, materials content, production methods, and country of orgin. Overall, organizations are buying less and going for value, but there is a parallel trend toward purchasing higher quality reusable goods that have a longer shelf life and less impact on the environment.

It's comforting to know that people continue to buy green when the economy is giving so many of us the blues.