GfK Green Gauge®: Green is going mainstream, but don’t expect a premium.

24 09 2012

In their new Green Gauge research released today, GfK reports significant progress in the developing green culture in the United States, but also highlight findings that many consumers are increasingly resistant to pay more for “green products”.

In a statement, Timothy Kenyon–Director for the Green Gauge survey–said, “Green awareness is indeed pervasive – but consumers can perceive ‘green’ claims as a negative in some contexts.  For example, while terms like organic and recyclable have strong positive resonance, they are often associated with higher prices. Understanding consumers’ triggers and the limits of their commitment to green action is essential for marketers and researchers alike.”

The study shows that 73% of US consumers have purchased a product made from organic materials in the past 12 months. Categories that have seen notable increases since 2007 in organic buying include food, household cleaning, apparel, and pet food and supplies.

In addition, 93% of Americans say they have done something to conserve energy in their households in the past year, and 77% have done something to save household water during the same timeframe.

The study also reports that digital media are helping to amplify this green awareness:

29% of smartphone users have turned to an app in the past year to help reduce their environmental impact – a figure that jumps to 44% for Generation Z (ages 18 to 22) and 38% for Generation Y (ages 23 to 32).  Most-cited types of apps used include public transportation timetables and home energy monitors.

In addition, 18% of consumers say that social networking sites are a “major source” of green information for them (up four points from 2011), with another 33% citing it as a “minor source.”

GfK points out that green awareness and engagement do not necessarily translate to green purchase. Compared to 2008, the proportion of US consumers willing to pay more for environmentally friendly alternatives has gone down in a variety of key areas — from cars that are less polluting to the air (down from 62% to 49%) to energy efficient lightbulbs (down from 70% to 60%).  (examples are cited below in this infographic from the Advertising Age article linked below).

According to GFK, The Green Gauge® Report is the only nationwide, long-term syndicated study of consumer attitudes and behaviors towards the environment. Green Gauge gives marketers an exclusive look at how America’s concern for environmental issues can affect brands and organizations.

Read a related article to the research in Advertising Age here.

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