Green Becoming a ‘Tiebreaker’ in Shopping
Posted on 18. May, 2009 by admin in Green Business
WASHINGTON, D.C. — Green product attributes are evolving into an important brand differentiator for consumers and can serve as a tiebreaker for shoppers evaluating similar products, according to results of a new study from the Grocery Manufacturers Association and Deloitte.
The organizations intercepted more than 6,400 consumers while shopping at 11 national chains and found more than half consider green attributes in their purchasing decisions. But there’s a big gap, however, between what they’re finding and actually buying. Less than half of the shoppers who looked for green products, for example, actually found them, and only 22 percent of those surveyed bought green products.
Although green attributes can sway shoppers, it’s not enough to put green products on the shelf, according to Brian Lynch, the director of sales and sales promotion at the Grocery Manufacturers Association.
“We have to better educate consumers and leverage in-store communication to make the sale,” Lynch said.
The survey, “Finding the Green in Today’s Shoppers: Sustainability Trends and New Shopper Insights,” separated shoppers into five broad categories: about 2 percent of the respondents in the survey were classified as “committed,” or those who buy based on sustainability attributes whenever possible; 18 percent said they are “proactive” and weigh environmental factors with other values most of the time; sustainable products “influence” 34 percent of respondents when all other things are equal. Read More
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