More Than Half of Shoppers Consider Sustainability


According to a new study released by the Grocery Manufacturers Association (GMA) and Deloitte, fifty-four percent of shoppers demonstrated that they actively consider environmental sustainability characteristics in their buying decisions. But while shoppers are often thinking green, they actually bought green products on just 22% of their shopping trips.

Most shoppers (95%) said they are open to considering green products; 67% of shoppers looked for green products; only 47% actually found them; and 22% purchased some green products on their shopping trip, highlighting the need for better shopper marketing programs to close the gap. Sometimes concerns about product performance and credibility of the environmental claims are the reasons shoppers opt not to buy green products, but more often communication and product education are the biggest obstacles. The study also found that a significant minority of committed and proactive green shoppers will pay a premium for sustainable products; however, the larger potential population of shoppers that lean toward green want price and performance parity for sustainable products because it is not their dominant purchase driver.

Additional key learnings from the study include:

  • Demographically, green shoppers are diversely spread along all income ranges, age brackets, education levels and various household sizes. On average, green shoppers tend to be older, have higher income and are more educated, but they can be found across the consumer population;

  • Green shoppers represent a high value segment who buy more products on each trip and visit the store more regularly; and,

  • Green shoppers are less price sensitive than the average shopper and they are generally not bargain hunters.


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.