Consumers Buying More ‘Green’ Since Start of Recession

Consumers Buying More ‘Green’ Since Start of Recession

Though conventional wisdom may suggest that consumers are buying fewer environmentally friendly products because of the economic downturn, a new study shows that consumers in the US, UK and Japan actually are placing more emphasis on buying so-called  “green” items than they did before the recession began, according to (***pdf) a survey from Penn, Schoen & Berland and JWT, writes Environmental Leader.
The study shows that the purchase of products now that are environmentally friendly has increased slightly over pre-recession times, going from 15% to 16%, while the purchase of products based on quality, convenience and ethics has decreased:
Moreover, survey respondents expect to buy even more green items once the recession bottoms out:

Price Still Biggest Barrier
Although purchase of “green” products and services continues to grow – potentially because of increasing environmental consciousness – consumers still say price is the biggest barrier to purchasing them. Among US consumers, 35%  share this viewpoint, with corresponding figures of 31% in the UK and 43% in Japan.
Recent research from Generate Insight found that teens say they are passing on green purchases in order to save money, while a different survey from Enviromedia Social Marketing shows that four of five consumers are purchasing green items.
According to a study by the Grocery Manufacturer’s Association and Deloitte, 54% of shoppers consider environmental sustainability characteristics in their buying decisions; however, only 22% actually buy green products on their shopping trips.