Two of the news items in this section highlight important trends – consumers are asking for more information on the environmental impact of the goods they buy, and indicating they are willing to pay more for green products. Does this reinforce the emergence of a new type of “green consumer”? Possibly, yes. However, if this is the case, new research by the Shelton Group in the USA suggests we should avoid jumping to wrong conclusions about the nature of green consumerism.
Their fascinating study of over 1,000 consumers who at least occasionally buy green products explodes several myths. The top five findings suggest the following:
- Green consumers’ top concern is the environment. No, they are more worried about the economy.
- Their main motivation in conserving energy use is to reduce their environmental impact. No, the real driver is to reduce bills and control costs.
- They are all-knowledgeable about environmental issues. No, they are no more likely than others to understand the science behind climate change.
- Green consumers fall into a simple demographic profile. No, those who buy environmentally friendly products aren’t easily defined by their age, income or ethnicity.
- Children play a big part in influencing their parents to be green. No, only 20% of respondents to the survey said their kids encouraged them to be greener.
This study provides extremely useful insights into the minds of consumers. Those surveyed are actively engaging with the sustainability agenda, but their motives for so doing are not necessarily to “save the world”. Companies that want to capture a share of this market need to recognise this and respond accordingly.
The full results of the research can be accessed at www.sheltongroupinc.com