Shocker: ‘Natural’ Consumers Willing To Pay More For Green Products

December 18, 2007

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Most natural-product consumers indicated they would pay more for environmentally friendly products, with seven in 10 consumers willing to pay up to 20 percent more, according to a recent MamboTrack study by Mambo Sprouts Marketing, which surveyed the buying habits of 1,000 natural product consumers and forecasted their expected purchases for the coming year. Only one in 10 respondents said they were unwilling to pay extra for green products and services.
In addition, survey results showed consumers want to support businesses and retail stores that have green sustainable practices. More than 7 in 10 indicated it was important (41%) or very important (32%) to do business with companies that were environmentally responsible. For the coming year, while price was the overriding factor (60%) in their decision of where to shop, 1 in 2 or more consumers also identified the selection of healthy organic products (56%) and availability of organic produce (49%) as key factors as well.

When it comes to grocery spending in particular, natural category consumers indicated they were most likely to choose organic options for produce (60%), dairy products (54%) and child/baby food products (50%). Only one in four or fewer felt it was very important to buy organic in the categories of beer and wine (10%), pet food (23%) and desserts and snacks (23%). Natural and organic consumers plan to increase their use of environmentally-friendly grocery bags with 63 percent expected to increase their use of these green reusable bags and 62 percent expected to decrease their use of disposable plastic bags in 2008.

Green restaurants, hybrid electric cars, eco-clothing and eco-travel/vacations are among the earthfriendly products and services prospect consumers are targeting for 2008. About 7 in 10 or more natural and organic product consumers already use energy saving light bulbs (77%), recycled paper (69%), environmentally friendly cleaning supplies (68%) and energy efficient appliances (64%). Six in ten respondents indicated significant interest in expanding their earth-friendly practices by dining at “green” or eco-friendly restaurants (64%), buying a hybrid/electric car (61%), eco-friendly travel and vacations (60%) and buying clothing made from earth-friendly materials such as organic cotton, bamboo and hemp (61%).

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