Chain Store Age is reporting that consumer interest in green products is up even in this down economy.
In a survey conducted by Mambo Sprouts Marketing, the report showed that 88% of consumers reported by the same or more green environmentally products than a year go. About 7 in 10 consumers are willing to spend up to 20% more for green sustainable products.
Most importantly, individual comments suggested that short-term savings would have long-term costs to their familiy’s health and the environment.
HE REAL WORLD RETAILING TAKEAWAY
This green revolution isn’t a revolution anymore – it’s mainstream.
Politicians, retailers and anyone else that deals with the public beware. People want green. They want a safer environment to raise their kids. They want to sustain our natural resources.
While there is still a considerable amount of green-washing (a term according to Wikipedia that is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service), consumers will continue to demand that companies take a stand that helps the environment. While I don’t believe companies intentionally mislead consumers all of the time, the "greenness" of a product often isn’t what it appears to be.
Get on board. Get green. Tout your message. Have a solution when customers ask you about green. Everyone is asking for it, talking about it and you’re going to lose if you don’t show your customers that you’re on board.