In the past few months, EL has reported that industries like wind power and recycling have been negatively affected by the economic downturn. But it seems for consumers, going green is still the thing to do, according to research by The Hartman Group.
Three in four consumers consider environment and social aspects when making purchase decisions, and one in three are willing to pay more for that benefit, according to the Hartman Group report, “Sustainability: The Rise of Consumer Responsibility.”
According to the report, 88 percent of consumers define themselves as participating in sustainable behaviors. A nearly equal number of consumers believe their purchase decisions (37 percent) matter as much as their votes (45 percent). Still, less than 25 percent of consumers can name one “sustainable” product.
Consumers are certainly adapting to today’s economic climate, but not by stopping the green trend, the report found. Instead, they are broadening their expectation of sustainability beyond the cliches of “green” and “environment” to include a deeper understanding of topics. Whether it be an individual issue, or one of overall corporate responsibility, their purchase decisions are still influenced by companies’ choices.