Nearly seven in 10 U.S. consumers (69%) consider the environmental impact of products they buy, according to Cone Communications. Americans’ top reason for buying environmentally friendly products is a belief that these products will save them money in the long run, such as by saving water or electricity (90%). More than eight in 10 say they buy them because they consider the products healthier for themselves, their families, and/or their communities (88%).
When asked which single area of environmental impact affects their purchase decisions the most, shoppers are most likely to cite the impact associated with disposing of the product (42%) — e.g., whether it’s recyclable, biodegradable, or compostable. A third (33%) are most concerned with environmental effects of using the product (such as how much electricity it uses compared to similar products), and a quarter (25%) are most concerned about the impact of manufacturing.
While consumers care about the environmental impact of their purchases, they don’t want to have to do research to find out what that impact might be. Fewer than half (43%) say they actively seek out environmental information about the products they buy. More than seven in 10 (73%) want companies to provide more environmental information on product packaging, and 71% want companies to help consumers understand the environmental terms they use when describing products and services.
Consumers don’t necessarily believe what companies are telling them about their products, however; only 44% trust companies to tell them the truth about how their products affect the environment.
Source: “2012 Cone Green Gap Trend Tracker,” March 2012, Cone Communications, Tim Munroe, VP Business Development, 855 Boylston St., Boston, MA 02166; 617-227-2111; tmunroe@coneinc.com; www.coneinc.com. Price: Summary available online at no charge.
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