Mintel Finds Fewer Americans Interested In Going Green During Recession
According to research firm Mintel, the number of adults in the U.S. who say they “almost always” or “regularly” buy green products is 36%, which is unchanged from last year. This is a surprise given that the number had previously tripled from 12% in 2007 to 36% in 2008, according to Mintel.
Mintel research shows that cost is a significant factor impeding the growth of the green market. Due to economic hardship, consumers are buying fewer green products and the majority of consumers are willing to pay only slightly more for green products.
In October 2008, Mintel found that 78% of adults would buy more organic food if the products were less expensive. In another January 2009 report on environmentally-friendly cleaners, 52% of shoppers who buy household cleaning products felt that green cleaning products are too expensive.