Green Products a Hit with U.S. Consumers

U.S. consumers are purchasing green products in record numbers, no matter what their age, gender, economic condition, or region, according to research conducted by Harris Interactive on behalf of the Tork^® brand of SCA Tissue. The results of the second annual online survey conducted in April, 2010, included responses from 2,014 American adults over the age of 18.

Results indicated that approximately 67% of American adults have consciously chosen to maintain the same level of green product purchases, while 25% have increased the number of green buying purchases made. Another 8% admitted that their green buying purchases have declined, due to economic conditions. In addition, 62% of adults are more likely to visit businesses that focus on green products, no matter how far away they are or how much effort is required.

Identifying Green Products on Store Shelves is Important

While previous studies proved that most companies were promoting green products and efforts openly on their corporate websites, the SCA survey found that this is the least preferred way to promote green products for learning by consumers. An interesting point, recognized in this survey, is that around 28% of all American adults believe that the best places that restaurants and businesses could promote their green commitment is by designations found in their menus, or by identifying green choices on the grocer’s store shelves. Another 90% of the American adult population believes that the commitment to green products is best communicated through posters, flyers, and other print media, while around 9% believe the company’s website is best when seeking information.

Results indicated that consumers have some concern when it comes to understanding and verifying “green” claims like “organic”, “organically grown”, and “environmentally friendly.” When consumers were asked what they found the most reliable method of determining whether a green claim was true or not, 28% volunteered that they were not sure, while 23% responded that they would trust only their own research obtained by looking up information and testing the product or service on their own. Only 28% stated that they would count on independent certifications from third-party sources.

Even with all the beliefs the surveyed American adults shared about what was and was not green, most were agreeable to paying more for green services and products.

Consumer Education is Key to Consumer Acceptance

Consumer education is the key factor when it comes to understanding and accepting a traditional transitional product, which often goes through a three-year period before people accept it, especially if it is produced in nature and organically grown. The majority of the buying public has a problem with converting organic by growers into the related expenses that show up on the retail product pricing systems. As with all products, the buzzword appears to be “sustainability,” and really, it matters little whether you are talking food or children’s clothing… they are all carbon-based and all in-demand products.

As with all things in the marketplace, consumers are not just scrutinizing foods and groceries, they are scrutinizing all things that they purchase for their family –– and that includes everything from baby clothing to furniture. They want to know that the products are green; they want clear labeling; and they want to be certain that the products are made of natural fibers.

In fact, seven out of ten surveyed said that they would be willing to pay more for things that are natural, because it is important to know where the fibers come from and how green the product is. These consumers are willing to go out on a limb and support businesses that are environmentally responsible, over businesses that take little or no interest in environmentally green produce, clothing, and products.

Organically speaking, Mambo Sprouts Marketing, http://www.marketingcharts.com/topics/behavioral-marketing/green-consume…, found that consumers are very selective when it comes to purchasing all products for their families. Seven out of ten surveyed said they would be willing to pay up to 20% more for environmentally-friendly products, while a total of 40% were willing to support businesses and organizations that were promoting sustainable environments through their companies or organizations.

Later, it was revealed that a full 77% of all consumers taking these surveys already used energy efficient light bulbs and recycled papers when it came to producing business documents and running offices that were efficient, while another 66% proclaimed that they would support any business that would pledge to continue earth-friendly practices in the daily operation of their businesses.

A full 61% of consumers were willing to travel and support any business that offered trips that were environmentally friendly, and those that offered environmentally friendly family and children services throughout their facilities.

About SCA
SCA is a global hygiene and paper company that develops and produces personal-care products, tissue, packaging solutions, publication papers and solid-wood products. SCA has many well-known brands, including the global brands TENA and Tork. In 2009, global sales were $14.5 billion. SCA conducts sales in 100 countries and has 50,000 employees. More information can be obtained at www.sca.com

About Tork
The Tork brand offers a complete range of products and services within hygiene and cleaning for away-from-home washrooms, healthcare, food service and industry. Through customer understanding and particular expertise in hygiene and sustainability, Tork has become a market leader in many segments and a committed partner to businesses in over 90 countries. Tork is a global brand in the SCA portfolio. To keep up with the latest Tork news and innovations, please visit www.torkusa.com