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American Environmentally Friendly Buying Habits
April 6th, 2012
65% of American adults agree with the statement "preserving the environment is very important," according to the Survey of the American Consumer released by GfK MRI.
In addition, 22% of consumers who remodeled their homes in the last 12 months said they used environmentally friendly/"green" products for their renovation.
The top three environmentally-friendly products purchased by U.S. adults are light bulbs (18%), paper towels (12%) and laundry detergent (11%).
However, data from the last five years indicate that consumers are now less likely to pay more or give up convenience for green products. For instance, the percentage of U.S. adults who agreed with the statement "I am willing to give up convenience in return for a product that is environmentally safe" declined 16% in the past five years, from 56% in 2007 to 47% in 2011.
Likewise, the percentage of adults who report "I am willing to pay more for a product that is environmentally safe" declined 13%, from 60% to 52%, in the last five years.
Consumers aged 18-24 are the only adult age group whose willingness to give up convenience or pay more for green products has held steady over the past five years. In addition, 53% of consumers aged 18-24 recycle products and 4% participated in environmental groups/causes in the past 12 months.
Bart King is a PR consultant and principal at Cleantech Communications.