July 8, 2009
Speaking with a number of Marketing and Sales professionals, it seems consumers are saying one thing, but doing something completely different when it comes to purchasing green products and services. Many shoppers think purchasing green products is a good thing but the gap between interest and intent to actually making the purchase is still extremely wide.
In an April 2009 study conducted by Deloitte for the Grocery Manufacturers Association, 95% of consumers surveyed said they would purchase green products but only 22% of shoppers had actually purchased a green product during their most recent shopping trip. This type of finding is evident in a number of other consumer studies about “green purchasing behavior”.
The Deloitte study reveled that “Shoppers do not always understand the social and environmental benefits of products and are often confused by the messages in the media. Many are unaware of what makes a product sustainable versus merely “good for you.” A large number of shoppers remain unsure of what is green, and some are still unsure of the whole green movement.”
Educating customers exactly how your products, services and business practices are more environmentally and socially sustainable is the key to bridging the gap.
Here are a few questions marketers need to address:
Does our product or processes reduce energy and water usage?
Have we made efforts to reduced packaging or raw material usage?
Are our products organic or locally grown?
Do we purchase from fair trade sources?
Are our products biodegradable or recyclable?
Are our products non-toxic?
Does our product contain low volatility organic compounds or recyclable materials or content?
The Deloitte study also found that consumers who were most likely to buy green products tended to spend more, purchase more often, exhibited less price resistance and exhibited greater loyalty once a purchase decision was made.
Indeed, these are the best kinds of customers for any business.
The green market place is open for companies that can prove beyond slogans that their products actually deliver the benefits and have the attributes consumers are asking for.
For more information about how plantyourtree.ca can help you educate your customers contact us at info@plantyourtree.ca or call us at 416-912-9949.
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Tags: going green, Green Consumers, Green Initiatives, green marketing, green procurement, Plant your Tree, recycling, reduce energy consumption
