“Green consumers lack knowledge about environmental issues . . . At the same time they are eager to learn . . . consumer education is one of the most effective strategies that entrepreneurs can use.” Here are some “interviews with people and here is the goodpurpose® study published by the International Institute for Sustainable Studies
Nearly half of all consumers make buying decisions that support a good cause at least once a month according to the The goodpurpose® study is Edelman’s Trust Barometer. Key findings:
• 72% of consumers would recommend a brand that supports a good cause over one that doesn’t, a 39% increase since 2008.
• 71% of consumers would help a brand promote their products or services if there is a good cause behind them, a 34% increase since 2008.
• 73% of consumers would switch brands if a different brand of similar quality supported a good cause, a 9% increase since 2009.
• About a third of the population determines if a product is green based on the company’s environmental reputation. Up from 23 percent two years ago.
• Half the American population can actually name a product that started buying, or stopped buying for environmental reasons. Up from 20 percent in 2008.
• Millennials are twice as likely to choose a product based on the businesses environmental record or practices.
Characteristics of green consumers. They:
• Are sincere in their intentions, with a growing commitment to greener lifestyles.
• Consider their environmental habit s as inadequate.
• Look for companies that are changing their habits to more sustainable practices.
• Tend to overstate their green personal practices and buying habits.
• Want environmental protection to be easy and will only tolerate minor inconveniences.
• Tend to distrust companies’ environmental claims.
• Are more affluent and considered a high-end market.
• Are well educated and appreciate value.
• Rarely will pay extra for greener products.
• Are quality conscious and skeptical of green products often thinking they will be less effective.
• Are even less likely to sacrifice quality than they are price.
