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BizReport : Advertising archives : January 06, 2011

Older men skeptical about 'green marketing'

If you are trying to market a 'green' product you're going to have to try extra hard to get men onboard, particularly men over the age of 55, according to Crowd Science's Just Ask! opinion survey.

by Helen Leggatt

crowdscience.gifPeople over the age of 55, and men in particular, are almost twice as likely to hold the opinion that shopping for 'green' products makes no difference, found advertising insight firm Crowd Science.

In fact, more men than women believe that green marketing is all just a big ploy (16% vs. 8%), so marketers with a green message really have their work cut out for them if targeting older men.

And, while many people do shop with ethics in mind - 43% boycott products for ethical/political reasons, 34% buy local if they can and 20% choose products with green labeling - men are much less likely to do so than women (30% vs. 42%).

The survey also found that education influences 'green' attitudes. Twenty-one percent of respondents with a post-graduate education said they would pay substantially more for green products as opposed to 12% of those with a basic undergraduate background or less.

"We're seeing an interesting gap in what we call 'green shopitudes' when you consider gender, age, and education," said Sandra Marshall, Crowd Science VP Research.

"Women and younger age groups appear to be more eco-centric when it comes to shopping practices."

Tags: advertising, green marketing

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