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BizReport : Advertising archives : September 01, 2011

Nielsen: 20% of consumers will pay more for eco-friendly products

The gap between consumers consciences and wallets doesn't seem to be lessening. Although most consumers in Nielsen's 2011 Global Online Environment & Sustainability Survey report many want brands to be eco-friendly, only about 20% are willing to pay more for sustainable goods; meanwhile a separate report finds shoppers are getting even better at pinching pennies across the board.

by Kristina Knight

ecofriendly.jpgNielsen's research finds:

  • 83% of consumers say companies environmental programs are important

  • 76% say 'raw materials' influence purchasing decisions - including where to shop and which products to buy

  • 22% report they are will to pay more for eco-friendly products (Global)

  • 12% of North Americans (US and Canadians) say they'll pay more to be eco-friendly
  • The problem seems to be that most consumers believe organic and eco-friendly products are good for the planet, but they aren't certain how big a difference these products actually make.

    Added to that, consumers don't have a lot of extra cash to float on eco-friendly products, no matter what their moral conscience says, and so they are getting better at pinching pennies by clipping coupons, visiting deal sites and watching circulars for upcoming sales. Recent data from Scarborough Research finds that nearly half of consumers either clip coupons from the Sunday newspaper or use in-store coupon mailings to save. About one-quarter use store loyalty cards.

    "As the American economic recovery continues to find a balance, people are utilizing a myriad of ways to save money. From traditional paper coupon clipping to seeking out deals online, consumers are getting creative with finding the best deals," said Brian Condon, executive vice president of commercial development, Scarborough Research.

    As for daily deals sites, they are still attracting attention, but the latest numbers from Experian/Hitwise finds Groupon use has declined by half while LivingSocial use has increased by just over 25%.

    Tags: eco-friendly products, eco-friendly strategy, Experian/Hitwise, green marketing, Nielsen, Scarborough Research

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