47% Of Gen Y Would Pay More For Green Brands

Environmental_leader_jpegsOriginally posted Sept. 14, 2007
at environmental LEADER here.

Gen Y is split down the middle on the influence a retailer’s
environmental policy and sustainability had on their shopping habits
with 50 percent of respondents saying a retailer’s policy did influence
their shopping behavior, according to research from Maritz designed to track Gen Y’s brand awareness among several popular clothing retailers (via Sustainable Life Media).

When asked to describe their attitude toward a retailer’s
environmentally friendly positioning, 46 percent said they’d shop at a
retailer more if they were environmentally friendly, while 54 percent
said it wouldn’t affect their behavior.

Maritz_jpegForty-seven percent said they would be willing to pay more for
environmentally friendly services, products or brands. Out of this
percentage, the vast majority (77 percent) cited their “care about the
environment” as the reason behind their willingness to pay more, with
other qualifiers, such as “it’s the right thing to do” (21 percent) or
“so that people know I’m environmentally aware” (2 percent) trailing

“When it comes to determining marketing messages to reach Gen Y,
this poll revealed some interesting facts for retailers,” said Gloria
Park Bartolone, division vice president, Maritz Research’s Retail
Group. “While the majority wasn’t impacted either way by a store’s
environmental stance, you can’t ignore that 46 percent of shoppers said
they’d spend more with a retailer that was environmentally friendly.
The percentage lends credibility to environmental messaging, which is
only likely to gain more momentum with consumers in the future.”

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