PHILADELPHIA—A majority of consumers are either buying the same or an increased amount of environmentally responsible products, according to a national online survey. The second annual survey of 2,014 U.S. adults 18 and older was conducted April 28 to April 30, 2010, by Harris Interactive on behalf of the Tork® brand of SCA Tissue. The survey found two-thirds (67 percent) of U.S. adults who consider themselves buyers of green products have retained their level of green purchases. Additionally, 25 percent have increased their green buying in light of the recent changes in the economy. Only 8 percent of green buyers said their green purchases had declined in 2010 as a result of the economy.
More than half (62 percent )of adults indicated they are either equally as likely or more likely to visit a business that focused on being green, regardless of distance or effort required.
“The results of the two surveys indicate a true trend – that consumer interest in green is here to stay, regardless of region, age, gender or the country’s economic state,” said Mike Kapalko, SCA Tissue’s sustainability marketing manager.
The 2010 Harris survey found Web site promotion is one of the least preferred ways for consumers to learn about corporate green initiatives. Twenty-eight percent of adults feel designations on menus or store shelves for greener choices are the best places for businesses or restaurants to communicate their commitment to being green, 19 percent feel the best way to communicate this commitment is via flyers or visible posters, while just 9 percent look on a company’s Web site for explanation of their green program or approach.
“This portion of the survey clearly shows that despite improvements in technology and more general reliability on technology today, consumers still prefer that information is made available at the point of purchase,” Kapalko said.
Underscoring the challenges faced by consumers, survey results also revealed uncertainty about how to verify green claims such as “environmentally friendly” or “organic.” Asked the most reliable way to determine whether or not a green claim or statement is true, 28 percent say they are not sure, followed by 23 percent who say they would trust their own research, such as looking up information or trying of the product or service themselves. More than one in five (21 percent) say they would rely on independent third-party certifications.