Americans Buy Green Products, Even in Tough Times


Green Habits Grow, But Consumer Trust Wilts: A May 2012 consumer survey from tissue paper company SCA and Harris Interactive shows that even during difficult economic times, 69% of American adults are buying green products or services, and 48% of them say they do so because they are better for the environment.

However, it’s not all rosy: Only 20% believe most companies are ethical and transparent about their operations and even fewer (18%) trust companies claiming to be transparent even if they have independent verification.

Other findings include:

  • 32% believe green products are now the norm and a required expectation, while 42% believe green products and services are just getting started.

  • 82% say they are knowledgeable about which companies and brands have a strong history of sustainability, and an impressive 80% say they consider the history of a company’s sustainability when purchasing from them.

  • 73% of American adults say they can determine if a green claim is true, although it’s unclear how they make that determination—only 27% say they do their own research and 19% say they rely on independent third-party certifications.

Source: SCA/Harris Interactive 

Follow Scott Van Camp: @svancamp01


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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