AUSTIN, Texas—Buying green could be recession-proof, according to new research commissioned by EnviroMedia Social Marketing.
In a random national telephone survey of more than 1,000 American consumers, 81 percent said they continue to buy green products despite the economy.
“Simple things like movies and candy hold up during a recession, so why not simple products that lighten your environmental footprint?” said Valerie Davis, co-founder and CEO of EnviroMedia. “This study indicates that when it comes to the environment, the committed are the committed.”
According to the survey, 48 percent of consumers are buying the same amount of green products, while 15 percent are buying even more. Eighteen percent of respondents are buying fewer green products, but they’re still buying some.
Women and Men Buy Green for Different Reasons: More women (19 percent) than men (12 percent) said word of mouth is the biggest influence on their decision about buying green. More men (16 percent) than women (9 percent) said their biggest influence about buying green is loyalty to the brand.
Green buying habits are relatively unchanged from the last time EnviroMedia asked Americans the same question (January 2009), with 82 percent saying they were still buying green despite the recession.
1. Light up your Christmas tree and home exterior with LED light sets instead of traditional lights. U.S. Environmental Protection Agency (EPA) ENERGY STAR-qualified decorative light strings consume 70 percent less energy than conventional incandescent light strands. Like traditional lights, LED lights are available in different colors and shapes.
2. Give a child a battery-free gift. According to the EPA, Americans purchase nearly 3 billion dry-cell batteries every year to power things such as radios and toys. Batteries contain heavy metals that can contaminate the environment if improperly disposed of. Look for gifts that don’t require batteries. Some good sites to find these types of toys include Sprig (http://www.sprigtoys.com/index.html), Retro Toys (http://www.retrotoys.com), and The New Homemaker (http://www.thenewhomemaker.com/15batteryfreetoys).
3. Support stores that sell green products. Newsweek (http://www.newsweek.com
/feature/2010/green-rankings.html) did the legwork for you and ranked the 500 largest U.S. companies by environmental record.
4. Less is Better. Ten cents of every dollar you spend on a product is paying for the packaging. When buying gifts, look for items that come in minimal packaging. You’ll produce less waste while supporting companies that waste less.
5. Canvas bags aren’t just for groceries. When shopping at the mall or outlet stores, bring canvas totes to carry your purchases, and nix retailers’ bags.
EnviroMedia formed in 1997 as the nation’s first full-service marketing firm focused solely on creating authentic public education campaigns for environmental and public health clients.
In a random national telephone survey of more than 1,000 American consumers, 81 percent said they continue to buy green products despite the economy.
“Simple things like movies and candy hold up during a recession, so why not simple products that lighten your environmental footprint?” said Valerie Davis, co-founder and CEO of EnviroMedia. “This study indicates that when it comes to the environment, the committed are the committed.”
According to the survey, 48 percent of consumers are buying the same amount of green products, while 15 percent are buying even more. Eighteen percent of respondents are buying fewer green products, but they’re still buying some.
Other EnviroMedia Research findings:
Reputation Matters: Eighteen percent of all consumers surveyed said a product’s reputation is the biggest factor determining their purchasing decision to buy green, followed by word of mouth (15 percent) and brand loyalty (12 percent). At 9 percent each are advertising and manufacturers’ labels.
Women and Men Buy Green for Different Reasons: More women (19 percent) than men (12 percent) said word of mouth is the biggest influence on their decision about buying green. More men (16 percent) than women (9 percent) said their biggest influence about buying green is loyalty to the brand.
Green buying habits are relatively unchanged from the last time EnviroMedia asked Americans the same question (January 2009), with 82 percent saying they were still buying green despite the recession.
Tips to Make Your Holiday Greener
1. Light up your Christmas tree and home exterior with LED light sets instead of traditional lights. U.S. Environmental Protection Agency (EPA) ENERGY STAR-qualified decorative light strings consume 70 percent less energy than conventional incandescent light strands. Like traditional lights, LED lights are available in different colors and shapes.
2. Give a child a battery-free gift. According to the EPA, Americans purchase nearly 3 billion dry-cell batteries every year to power things such as radios and toys. Batteries contain heavy metals that can contaminate the environment if improperly disposed of. Look for gifts that don’t require batteries. Some good sites to find these types of toys include Sprig (http://www.sprigtoys.com/index.html), Retro Toys (http://www.retrotoys.com), and The New Homemaker (http://www.thenewhomemaker.com/15batteryfreetoys).
3. Support stores that sell green products. Newsweek (http://www.newsweek.com
/feature/2010/green-rankings.html) did the legwork for you and ranked the 500 largest U.S. companies by environmental record.
4. Less is Better. Ten cents of every dollar you spend on a product is paying for the packaging. When buying gifts, look for items that come in minimal packaging. You’ll produce less waste while supporting companies that waste less.
5. Canvas bags aren’t just for groceries. When shopping at the mall or outlet stores, bring canvas totes to carry your purchases, and nix retailers’ bags.
EnviroMedia formed in 1997 as the nation’s first full-service marketing firm focused solely on creating authentic public education campaigns for environmental and public health clients.
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