“Green” Shopping Continues to Thrive
Posted by Luke on April 3, 2010
I remember 5 or so years ago when people told me that “this green thing” was just a trend that won’t last. After battling a brutal recession and seeing oil drop from $145 to $36 per barrel in a few short months (oil seems to be a temperature gauge for a lot of peoples’ greenness), green shopping continues to thrive.
A new report just released by Mintel indicated that 35% of U.S. consumers would pay more for environmentally-friendly products. Another study by Green Seal indicated that 4 out of 5 people are still buying green products and services which sometimes cost more. A third study, although a year old at this point, indicated that “green features – that is, that a product is recyclable and energy efficient – are more important than the brand name being considered.”
Let me re-type that to make sure we all see it… “green features are more important than the brand name being considered.” Wow, that is a big deal. The proof is in the pudding. Green shoppers are loyal to their values and would rather an environmental feature over a brand name product. As a marketer, I like those loyal green customers.
My verdict: “Green” is here to stay.