Despite Recession, American Consumers Still Buying Green

Even during a bad economy, more American consumers are buying green products, says a new study commissioned by Green Seal Inc. and EnviroMedia Social Marketing, conducted by Opinion Research Corporation. The study, dubbed the 2009 National Green Buying Research, also reports that more than half of the population believes climate change exists.

Following are key findings of the study:

  • 82% of consumers (four out of five) say they are still buying green products and services today, which sometimes cost more, even in the midst of a U.S. recession.
  • Half of the 1,000 people surveyed say they are buying just as many green products now as before the economic downturn, while 19% say they are buying more green products; 14% say they are buying fewer environmentally green products.
  • Overall, just 3 % of the public does not believe climate change exists; 52% of Americans believe climate change is caused by human activities. Twenty-nine percent believe climate change is occurring naturally, and 15% say climate change needs to be scientifically proven. And more than any other age group, 64% of 18- to 34-year-olds believe global warming is caused by human activities revealing a clear generation gap.
  • 21% of consumers say a product's reputation is the biggest factor they weigh when making purchasing decisions followed by word of mouth (19%) and brand loyalty (15%). Just 9% say green advertising is their primary influencer.

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