Looks like the bad economy may have impacted shoppers’ product choices. A recent survey by one of the largest online coupon sites in the US, RetailMeNot.com, had some interesting findings. The coupon site’s survey was conducted by Ipsos Public Affairs.
- 71% of adults feel that they are aware of the positive and/or adverse environmental impact of products they purchase every day.
- Nearly half of adults (46%) say they are more inclined to buy a product if it is environmentally friendly.
- A majority of respondents (59%) said they would be unwilling to pay a higher price for an eco-friendly product or service.
- Four in 10 (43%) report that when they actually make purchases, they don’t think about the impact that products have on the environment.
- 60% of adults report that they sometimes proactively take steps to green their home or lifestyle.
- A third of consumers (34%) say that it makes no difference to them if a product is environmentally friendly.
- 25% say they always take these green actions, while 15% say they never do.
What motivates eco-friendly purchases?
- 40% say they buy green, eco-friendly products when they are readily available and there is no big cost difference.
- A majority (51%) report that they buy whichever products suit their needs at the time, green or not.
- Retailer’s that donate togreen charities — 15% of respondents said it would lead them to be more likely to shop with a green charity donating retailer vs. 39% who said “maybe”.
- A quarter (24%) said that they don’t care about what charities or causes a business supports.
- 18-to-34-year-olds are the most swayed by green cause marketing (23% vs. only 11% of 35–54).
- Women are more likely than men to buy green products if it is convenient and the price point is right (45% vs. 36%).
- College graduates (55%), Northeasterners (54%), adults under 35 (53%) and households with children (50%) are more inclined to buy environmentally friendly products and to pay more for them.