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BizReport : Ecommerce archives : January 21, 2010

BurstMedia finds consumers will spend more for green

For perhaps the first time a study is showing that consumers are willing to spend more in order to go green. According to a new report from Burst Media consumers are not only willing to pay more to go green, but that 90% have made changes to their lives to be more green.

by Kristina Knight

Past research has shown that consumers want to go green but have not been willing to spend extra cash to be green.

The Burst Media survey found:

• 39% look to the Internet for green product information
• 56% believe advertising claims about green products
• 25% find green advertising claims to be 'confusing'
• Women are more likely than men to buy green products

"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 message, advertisers can take advantage of the Internet to reach these 'green' consumers."

One thing to remember? Consumers are good at researching products so don't make green claims if they aren't true. This will not only turn consumers off but the tactic is likely to backfire as consumers share more and more product information with friends and family through social networks.

Tags: Burst Media, ecommerce, green campaign, green marketing

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