Share
Related Topics
Tagged As
Four out of five people say they are still buying green products and services today - which sometimes cost more - even in the midst of a U.S. recession.
We do not strictly control Google ad content. If you believe any Google ad is inappropriate, please email us directly here.
A new study - released in February 2009 - commissioned by Green Seal (Washington DC) and EnviroMedia Social Marketing and conducted by Opinion Research Corporation reveals peoples' opinions and behaviors about products that claim to be environmentally friendly.
Half of the 1,000 people surveyed say they are buying 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.
2009 National Green Buying Research
Other key findings in the new research conducted by telephone in a random-digit-dial sample:
Product Reputation Matters More Than Ads
- Twenty-one percent (21%) 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%). Just 9 percent say green advertising is their primary influencer.
More “Green Claims” Education Needed
- 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%).
What Consumers Say Versus Do
- While 87 percent of people surveyed say they recycle, the Environmental Protection Agency reports just 33 percent of consumer waste is diverted from landfills.
- The other things people do are look for minimally packaged goods (60%) which is statistically tied with buying green cleaning products (58%). Buying green personal-care products came in at 31%.
"This research suggests that consumers are buying green products second only to participating in recycling,” said Arthur Weissman, Ph.D., Green Seal's President and CEO. "This increased consumer demand sends a signal to manufacturers to produce products that are truly green.”
Green Seal, an independent nonprofit product certification organization, and EnviroMedia Social Marketing released the research from the first-ever Greenwashing Forum in Portland, Oregon. The forum, hosted by the University of Oregon, was inspired by the Greenwashing Index (www.Greenwashingindex.com), which was launched in January 2008 by EnviroMedia and the UO School of Journalism and Communication. Since the popular watchdog Web site was founded, consumers in 138 countries have been posting and rating ads to “out” greenwashers and showcase companies that employ sound environmental marketing efforts.
“There's a real opportunity for authentic green marketing, despite the tough economy,” said Valerie Davis, EnviroMedia Principal and CEO. “This research proves people want to do what's best for the environment, but it needs to be easy and accessible. Companies should be clear about the environmental benefits of their products and services and make sure what they claim in the TV ad is backed up consistently on product packaging and on the Web site.”
The margin of error on the 2009 National Green Buying Survey is +/- 3.2 percent. Additional survey results are available by contacting Kelli Johnson at EnviroMedia or Barbara Hodgson representing Green Seal.
About Green Seal
Founded in 1989, Green Seal provides science-based environmental certification standards that are credible, transparent, and essential in an increasingly educated and competitive marketplace. A 501 (c)(3) nonprofit organization, Green Seal certified its first products in 1992 and has certified 3,200 products and services from major companies such as 3M, Benjamin Moore, and Andersen Windows, and the number of major product categories covered by standards has increased to more than 40. For more information, visit www.GreenSeal.org.
About EnviroMedia
Headquartered in Austin, Texas, and with an office in Portland, Oregon, EnviroMedia Social Marketing has been delivering award-winning behavior-changing campaigns that get measurable results since 1997. The agency focuses exclusively on environmental and public health issues, and includes a subsidiary company, Green Canary Sustainability Consulting. For more information, visit EnviroMedia.com or GreenCanary.net.
Media Contacts:
512-476-4368 (office)
202-872-6400 (office)
Barbara Hodgson, HodgsonPR@aol.com, 310-625-7394 (cell)
Kelli Johnson, kjohnson@enviromedia.com, 512-773-7452 (cell)
HHI Error Correction Policy
HHI is committed to accuracy of content and correcting information that is incomplete or inaccurate. With our broad scope of coverage of healthful indoor environments, and desire to rapidly publish info to benefit the community, mistakes are inevitable. HHI has established an error correction policy to welcome corrections or enhancements to our information. Please help us improve the quality of our content by contacting allen@healthyhouseinstitute.com with corrections or suggestions for improvement. Each contact will receive a respectful reply.
The Healthy House Institute (HHI), a for-profit educational LLC, provides the information on HealthyHouseInstitute.com as a free service to the public. The intent is to disseminate accurate, verified and science-based information on creating healthy home environments.
While an effort is made to ensure the quality of the content and credibility of sources listed on this site, HHI provides no warranty - expressed or implied - and assumes no legal liability for the accuracy, completeness, or usefulness of any information, product or process disclosed on or in conjunction with the site. The views and opinions of the authors or originators expressed herein do not necessarily state or reflect those of HHI: its principals, executives, Board members, advisors or affiliates.
