More than a third of shoppers (36%) — 41% of those ages 18-34 — say they would pay more for products that are environmentally friendly, but the majority will only do so when it’s convenient and cost-effective, according to The Integer Group and M/A/R/C Research.
More than eight in 10 (82%) turn off lights they’re not using, and two thirds recycle, but fewer than half go to the extra effort of buying locally grown foods, unplugging electrical items they’re not using, or buying locally made or used items. Fewer than a quarter are willing to give up their private cars by using public transportation, carpooling, bicycling, or walking. In general, shoppers’ top priorities are quality (50%) and price (47%), and environmentally friendly products must also meet these criteria. [Consumer Spending & Attitudes, Environment]
Sources: “The Checkout: Issue 2.11 – Green Report, March 2011,” The Integer Group and M/A/R/C Research. The Integer Group, Mark McMullen, VP Business Development, 7245 W. Alaska Dr., Lakewood, CO 80226; 303-393-3000; shopperculture@integer.com; www.integer.com. Download (with registration) available at www.shopperculture.com. M/A/R/C Research, Scott Waller, VP Client Development, 1660 N. Westridge Cir., Irving, TX 75038; 972-983-0142; marketing@marcresearch.com; www.marcresearch.com
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