Marketing to the Green Consumer - US - March 2014
“Enthusiasm for green products has increased since 2012, perhaps this is due to consumers’ perception of green as money saving. However, consumers refuse to be inconvenienced by green. They value accessibility, affordability, and quality. Companies should not presume that loyalty will come easily as consumers seek transparency and authenticity from companies that produce green products.”
Nearly four in 10 American say they are dedicated to buying green products and services (ie either “almost always” or “regularly” buy green products) – which is a 6 percentage point increase over 2012 results, and equates to about 93 million Americans. Green purchasing continues to be driven by young adults (aged 18-34) and Hispanics; about half of respondents in these groups report that they at least regularly seek out green products.
However, those same young adults, or Millennials, may take less personal responsibility for the current state of the planet and instead shift the onus of responsibility to companies that have profited from years of unsustainable business practices. They are more likely than those aged 35+ to be interested in companies’ green practices and they are also more likely to avoid a company with a poor environmental record.
This report closely examines the state of the green market, including demographic factors such as income, race, and age that impact consumers’ perception of the green products and services. Topics such as attitudes about the green movement, changes in green purchasing, reasons for green purchasing, and the impact of environmental practices on service choices are also covered.
Historically, Mintel defines green practices as those that include any efforts by companies to reduce the negative environmental impact of their business. Green products are defined as goods and services that minimize the impact to the environment in one or more of the following ways:
- via the use of recycled materials
- via the absence or reduction of harmful chemicals and solvents
- via the use of organic/pesticide-free farming methods
- via reduced energy and/or water consumption
- via the use of forestry products from sustainable woods
- via products that create less waste/pollution
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
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