Green Still Strong But Consumers Skeptical

Posted on 4/13/2009 by Julia Dudnik Stern | Printable Version | Comments (0)

Over three quarters (77%) of consumers agree that they can make a positive difference by purchasing from socially or environmentally responsible companies, says the new BBMG Conscious Consumer Report: Redefining Value in a New Economy. However, 23% of consumers they have “no way of knowing” if a product is actually green or does what it claims.

BBMG says interest in green has held up despite the tough economy. Two thirds (75%) of Americans say that even in tough economic times, it is important to purchase purchase products with social and environmental benefits. Over half (51%) are willing to pay more for such products.

This interest is also growing with each year. BBMG found that brand attributes such as energy efficiency, local origin and natural, recycled or organic content have all substantially increased in importance in 2008 compared to 2007.

Yet consumers have become increasingly skeptical of green claims and demand more accountability. Many (29%) will turn to consumer reports; others will look to certification seals on products (28%) and lists of ingredients (27%). Consumers are not likely to believe statements on product packaging (11%) and even less likely to rely on product advertising (5%).

The BBMG report also offers a segmentation analysis of four U.S. consumer groups based on each group’s reaction to the green trend.

Copyright © 2009 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


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