54% of Grocery Shoppers Consider Product Sustainability
Fifty-four percent of shoppers consider environmental sustainability characteristics in their buying decisions; however, only 22 percent actually buy green products on their shopping trips, according to a new study released by the Grocery Manufacturers Association (GMA) and Deloitte. The study also reveals that sustainability considerations are a tie-breaker when deciding between products.
A key finding of the GMA-Deloitte report, “Finding the Green in Today’s Shoppers: Sustainability Trends and New Shopper Insights,” indicates that it’s not enough to put green products on the shelf. Sometimes concerns about product performance and credibility of the environmental claims are the reasons shoppers decide not to buy green products, but communication and product education are the biggest obstacles, according to the report.
This finding echoes a recent BBMG study that shows that nearly one in four U.S. consumers say they have “no way of knowing” if a product is green or actually does what it claims. The agency says this signals a lack of confidence in green marketing and a widespread green trust gap.
The survey reveals that 95 percent of the more than 6,400 shoppers surveyed are open to considering green products, 67 percent of shoppers looked for green products, only 47 percent actually found them and 22 percent purchased some green products on their shopping trip.
The study also finds that a significant minority of proactive green shoppers will pay a premium for sustainable products, although the larger potential population of shoppers that lean toward green want price and performance parity for sustainable products.
Similarly, a recent Mintel study finds that four 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.
Energy Manager News
- Clauses to Consider in Green Leases
- Bahama Yacht Club to Generate Power from Solid Waste
- Duke Energy, USF Launch Solar Battery Research Initiative
- Energy Storage Helps Hotel Reduce Demand Charges by 10%
- EU Smart Campus Pilot Achieves 30% Energy Savings
- Uline to Operate 130 GenDrive Fuel Cell Units from Plug Power
- Los Angeles Shopping Center Installs 504 kW Solar
- SustainCo Wins $575,000 Contract for Energy Management Controls