Green Marketing Messages Not Getting Through To Green Consumers
A new survey from Grail Research reveals that 85% of consumers are either unaware of, or cannot recall, the green messages and green programs from companies considered to be at the forefront of sustainability initiatives.
Importantly, the research study also showed that consumers rely on product labels (63%) and word of mouth (45%) as their primary sources of information about green companies and their products. Advertising (38%) and corporate web sites (18%) are well behind as sources of information regarding green credentials.
Released in late September, The Green Revolution report is based on a nationwide survey of U.S. consumers.
Key findings include:
· 84% of consumers currently purchase at least some green products.
· Price is the main reason cited (69%) by non-green consumers for not purchasing green products.
· Green consumption has penetratged all demographic segments, but the majority of green consumers are married women with no children under 18 in the home (57%).
· The vast majority (93%) of consumers feel that a company’s “greenness” is at least somewhat important to their purchase decision.
Most importantly, consumners expect green products to be on par or superior to their non-green counterparts with regards to safety (72%), healthiness (70%), quality (66%) and price (65%).
Significantly for marketers, across all product categories almost all consumers who buy green expect to remain green. Plus, those who don’t buy certain categories of green products intend to do so in the future.
It certainly looks like green is the “new black.” This is no passing fad.
What do you think? Add your comments below.
Tags: grail research, green advertising, green market, Green Marketing, green marketing products, green marketing strategies
Green Marketing, Marketing | Steven Howard | 
November 16, 2009 9:31 pm
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