Consumers Want Proof it’s Green
Despite overall industry conditions, green building is still booming. Its future, though, will be partially defined by the values consumers apply to green building product choices.
According to the new BBMG Conscious Consumer Report: Redefining Value in a New Economy, 23% of U.S. consumers say they have "no way of knowing" if a product is green or actually does what it claims. But, 77% agree that they "can make a positive difference by purchasing products from socially or environmentally responsible companies," and they are actively seeking information to verify green claims.
To find the necessary information, consumers are:
most likely to turn to consumer reports ........................................29%
most likely to look at certification seals or labels on products ........28%
most likely to consider the list of ingredients on products ..............27%
least likely to look to statements on product packaging ................11%
least likely to believe company advertising ...................................5%
Raphael Bemporad, co-founder of BBMG, says "... consumers are redefining what truly matters and evaluating purchases based on both value and values... by delivering... price, performance and purpose... brands will be able to close the green trust gap... "
Key findings from the Conscious Consumer Report (2009):
• 67% Americans agree that "even in tough economic times, it is important to purchase products with social and environmental benefits"
• 51% say they are "willing to pay more" for them
• 66% say price very important in purchase decision
• 64% look for quality
• 55% want "good for your health"
• 49% look for "made in the USA"
Green benefits have increased in importance since last year, says the report:
Energy efficiency (47% very important in 2008, 41% in 2007)
Locally grown or made nearby (32% in 2008, 26% in 2007)
All natural (31% in 2008, 24% in 2007)
Made from recycled materials (29% in 2008, 22% in 2007)
USDA organic (22% in 2008, 17% in 2007)
71% of consumers agree that they "avoid purchasing from companies whose practices they disagree with"
55% tell others to shop products based on a company's social and environmental practices
48% tell others to drop products based on a company's social and environmental practices
Mitch Baranowski, co-founder of BBMG, concludes that "At a time of... growing demand for accountability, ... consumers are rewarding brands that align with their values... punishing those that don't... and spreading the word with their family, friends and peers... "
How homeowners are evaluating green product claims - View charts
(Ipsos Public Affairs / Icynene Research)