Study Finds Growing Green Market

Adweek jpeg Yahoo recently commissioned a story that revealed that the "green market" might no longer be niche with about three quarters of consumers identifying themselves as green.

Posted Nov. 12 2008
By Brian Morissey, AdWeek

 The drive to sGrowing green market jpegustainability is having a broad
effect on consumers, with three in four defining themselves as
"green," according to a new study.

According to the survey, the green market has grown far beyond its
roots as a niche, with 77 percent of consumers identifying
themselves as "green." Over half (57 percent) said they made a
green purchase decision in the past six months.

Yahoo commissioned the survey, which polled 1,500 people age 18-54
in person in Los Angeles, Chicago and Portland, Ore. Respondents
were recruited online.

While it found broad support for green, consumers unsurprisingly
varied in their commitment to the cause. Yahoo pegs about 23
percent of consumers as "deeply committed." A larger segment, about
24 percent, finds green "trendy," Yahoo concludes, particularly
young consumers 18-34.

It found that currently green consumers are most likely to take
sustainability into account when buying cleaning and personal care
products. Larger purchase decisions, such as a car, will soon be
highly influenced by green concerns, the Yahoo study found: 71
percent said they are interested in buying an environmentally sound
auto in the future.

In making decisions, green consumers find information in both
traditional and online media. Respondents nearly evenly split
between the two, with 72 percent saying they get information in
traditional media and 68 percent citing online. When it comes to
the Web, the Yahoo! study found portals have continued staying
power as an information provider, with 51 percent citing it as a
green information source. Search came in second at 44

Two sources that fared much worse: company Web sites, which only 20
percent turned to, and blogs at 21 percent.

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