Eighty-seven percent of consumers are seriously concerned about the environment, according to the 2007 GfK Roper Green Gauge. The survey is interesting on a number of fronts, not least of which is how many of the findings seem to contradict a recent survey released by Yankelovich.
“Consumers are not drinking the Kool-Aid when it comes to green,” said J. Walker Smith, president of Yankelovich. “While they’re highly aware of environmental issues due to the glut of media attention, the simple fact is that ‘?going green’ in their everyday life is simply not a big concern or a high priority.”
That survey found that only 34 percent of consumers feel much more concerned about environmental issues today than a year ago.
GfK Roper’s survey segmented respondents on their green attitudes and actions and identified five groups:
Yankelovich illustrates a similar finding (with different results) by measuring the degree to which all consumers - from “Green-less” to “Green-Enthusiasts” - are currently likely to buy a product based on its green features.
Again, the numbers have some contradictions. GfK Roper’s survey says that 30 percent of the U.S. population are environmental activists. Yankelovich pegs the number of people passionate about the environment at 13 percent.
So why are the results so different? Last month, EL covered a Marketing Green article about two surveys that measured how concerned teens are about the environment. Surveys and the reporting of survey results can be misleading, according to the post. Marketers should be weary of very high (and low) responses to questions (or any result that does not pass the gut check), as they are often a sign that the question was leading or unclear to respondents.
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Comments
GREEN CONSUMERS.
Yes, these reports seem accurate. However, when retailers start to carry quality green products - people will buy them en-masse.
regards,
shawn kalin
http://ecomergers.com
Shawn Kalin August 26th, 2007I believe that the surveys both reflect an increasing awareness (and perhaps concern) of the US population with respect to “green” issues. This is largely due to increased media coverage of issues such as climate change, over the past three years.
Aston A. Hinds August 30th, 2007The retailing industry has a powerful opportunity to direct consumer choice. When retailers stock only green products, it will not matter what consumers think. They must and will buy green.
James Westbrook August 30th, 2007This is a biased article. You guys are morons if you don’t think that “34 percent of consumers” changing their perspective on then environment in a one year period is significant. I’m not even a very Green person, but you clearly have some agenda on this matter.
rob September 8th, 2007