82 Percent of Consumers Buy Green, Despite Economy

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According to research commissioned by Green Seal and EnviroMedia Social Marketing, 82 % of consumers are still purchasing green products during the recession.  Some consumers are even choosing to buy more green products now than they were before the economic downturn.

Posted Feb. 5, 2009
By Environmental LEADER

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Four out of five people say they are still buying green products and
services today – which sometimes cost more – even in the midst of a
U.S. recession, according to a new study commissioned by Green Seal and EnviroMedia Social Marketing.

Half of the 1,000 people surveyed buy just as many green products
now as before the economic downturn, while 19 percent say they are
buying more green products. Fourteen percent say they are buying fewer
environmentally green products.

Just 9 percent of respondents say green advertising is their primary
influencer. Twenty-one percent of consumers say a product’s reputation
is the biggest factor they weigh when making purchasing decisions
followed by word of mouth (19%) and brand loyalty (15%).

About one in three consumers say they don’t know how to tell if
green product claims are true. One in 10 consumers blindly trusts green
product claims.

Consumers are verifying green claims by reading the packaging (24%)
and turning to research (going online, reading studies; 17%).

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