Quick Study: Americans Buy Green Products, Even in Tough Times; Execs Give Thumbs Up to Digital and Social Strategies


â–¶ 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.

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