54% of Consumers Care About Product Sustainability

Some of you might read this and think “only half of shoppers care?” while some of you might read this and think “that’s more than I thought!”. What I find most captivating is that this statistic is from a survey done by marketers to find out if people truly care about the environmental sustainability of a product. Just think, twenty, or even ten years ago people would’ve laughed at you if you mentioned how bad some products are for the environment.

Today half of shoppers will choose the more environmental product and now 95% of shoppers are willing to shop green. Here’s the press release on the survey.

“We found that for most shoppers, sustainable considerations are an important tie breaker when deciding between two otherwise equal products and they are a driver in product switching,” said Brian Lynch, GMA director of sales and sales promotion. “But it’s not enough to just put green products on the shelf. We have to better educate consumers and leverage in-store communication to make the sale.”

Most shoppers surveyed, 95 percent, are open to considering green products, 67 percent of shoppers looked for green products, only 47 percent actually found them and 22 percent purchased some green products on their shopping trip, highlighting the need for better shopper marketing programs to close the gap. Sometimes concerns about product performance and credibility of the environmental claims are the reasons shoppers opt not to buy green products, but more often communication and product education are the biggest obstacles. The study also found that a significant minority of committed and proactive green shoppers will pay a premium for sustainable products; however, the larger potential population of shoppers that lean toward green want price and performance parity for sustainable products because it is not their dominant purchase driver.

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