BURLINGTON, Mass. — Burst Media, (www.BurstMedia.com), a leading provider of advertising representation, services and technology to independent Web Publishers, today released the results of a survey focusing on the true value of green. Administered in late December to over 1,500 adults 18 years and older, the survey revealed consumers are willing to pay more for a variety of products that are green. Additionally, the survey revealed that 90% of respondents have incorporated some level of greenness into their daily lives few (8.8%) are 100% green and most are aspirationally green having incorporated a few green behaviors into their daily life. To help lead green lives, respondents cite the Internet as the best source of information on green products and practices.
The survey reveals consumers are willing to pay a premium for products they know are made out of green or environmentally friendly, organic materials. Not surprisingly, aspirationally green and 100% green consumers are the most willing to pay a premium. The aspirationally green consumers are most willing to pay a premium for food and household products they know to be green, including produce (66.6%), juices and other bottled drinks (61.1%), household cleaners (59.2%), laundry detergents (58.7%), and packaged food (58.2%). Meanwhile, among the 100% green respondents, over 80% are willing to pay a premium for all product categories, including food, garden/landscaping supplies (84.4%), home improvement supplies (84.0%), bedding (83.3%), and health and beauty products (82.0%). More than one-third (39.4%) of respondents cite the Internet as the best source of information on green products and practices, followed by television (18.4%), friends and family (9.2%), newspapers (7.1%), magazines (6.5%), and books (4.6%). While men search for information on alternative energy and green technologies, women look for healthy recipes, recycling, simple living, and natural remedies.
More than half (56.6%) of all respondents believe to some extent advertising claims that promote a product as green or environmentally friendly. However, one quarter (25.1%) do not believe the claims or find them confusing or misleading and only one out of ten respondents (10.0%) say they never believe green claims made in an advertisement. Two-thirds (67.5%) of aspirationally green respondents believe green claims in advertising, compared to 58.2% of 100% green respondents, and 32.3% of respondents who are not green at all. Interestingly, women in all key age segments are more likely than men to purchase a product that is advertised as being green or environmentally friendly. However, men still lead women for being completely green, 12.1% versus 5.3%, respectively.
Green consumers are turning to the Internet, said Chuck Moran, Chief Marketing Officer for Burst Media. This poses an incredible opportunity for advertisers who are marketing green products online. But it is important for marketers to recognize that consumers have different green messaging needs as green can mean one thing for women and something very different for men. With a clear and direct message, advertisers can take advantage of the Internet to reach these green consumers.
Interestingly, there is a distinct difference in the motivation to go green between aspirational greens and those self-identified as 100% green. While aspirational greens clearly point to working for a better environment (61.3%) as the reason for incorporating green behaviors into their daily lives, only 38.1% of 100% greens point to this cause. Among respondents who are 100% green, reasons include to live a better quality of life (36.6%), good for the community (35.4%), desire to make a difference (32.9%), and to set an example for others to follow (31.5%). Among this segment, being green identifies a lifestyle rather than personal activity.
Source: Kel & Partners