The Buying Behavior Of Substantial Minorities Of Public Is Influenced By Environmental Attitudes

A 2009 Harris Interactive survey shows that U.S. consumers claim to be influenced by environmental factors, but in actuality only a minority of consumers is willing to pay substantially more for “green” products.

Major Findings:

• 18-39% of all adults say their purchasing behavior is sometimes influenced by environmental factors.
• 26% of adults say that environmental issues are extremely or very important to them when choosing products or services to buy.
• 17% say that environmental issues are extremely or very important when deciding what company to work for.
• 30% of adults say they often or always purchase locally grown products or are willing to pay more for “green” products.
• 32% of adults say they seek green products out and are willing to pay at least a little more for them.
• 45% seek out green products but are not willing to pay more for them.
• About one-quarter of adults say that environmental issues are very important to them in purchase decisions.
• 18% of adults prefer to do business with a green company.
• A small number (2%) say they look for and buy green products if they have to pay a lot more for them.
• A small number (3%) say that cost doesn’t matter.

In summary, this survey finds that “green” marketing appeals to a substantial number of consumers, although 22% of consumers believe that “going green is just a marketing tactic.”

Consumers give the following reasons for engaging in “green” behavior:

• To benefit the environment (67%)
• To save money (55%)
• To reduce clutter in home (49%)
• To set a good example for others (47%)
• Out of habit (40%)
• Because it is required by law (14%)
• To make a statement (13%)
• To take advantage of a green government tax credit (7%)