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.
- 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%)