ETHICAL PURCHASING: Ethics still strong in a cold climate

According to research with 13,000 people into environmental attitudes, 59% of consumers claim they are willing to pay a premium for environmentally friendly products. It seems that even in an international credit crunch, the messages of the sustainability lobby still hit home. Korea is one of the co...

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Bibliographic Details
Published inBrand Strategy p. 52
Main Author Czarnowski, Andrew
Format Newsletter Trade Publication Article
LanguageEnglish
Published London Centaur Communications Limited 23.02.2009
Centaur Media USA Inc. (A member of Centaur Plc Group)
Subjects
Consumer attitudes
Consumer behavior
Consumers
Cost reduction
Editing
Environmental protection
Ethics
Green marketing
International
Market shares
Market strategy
Marketing
Product development
Purchasing
Retail stores
Statistical data
Sustainable development
Willingness to pay
United Kingdom
United Kingdom > UK
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Summary:According to research with 13,000 people into environmental attitudes, 59% of consumers claim they are willing to pay a premium for environmentally friendly products. It seems that even in an international credit crunch, the messages of the sustainability lobby still hit home. Korea is one of the countries with consumers most likely to pay a green price premium - 81% support the idea. Europeans' claims appear less environmentally conscientious; UK consumers rank bottom, with just 45% of them happy to part with their cash to support the high street's greener brands. The response is noticeably more muted when consumers are asked how much of an influence the environment has on buying activity across specific categories. When looking at day-to-day purchases, just 26% of people claim that green factors have a significant or large influence over how they act. The research has shown us that consumers tend not to be tempted by green principles alone - but that green as part of a broader proposition can be a winner. Companies are looking carefully during product development research at whether or not being green is good for their brands. Meanwhile, consumers are buying more green products than ever before. The value of organic products sold in the UK has risen steadily over the past 10 years
ISSN:0965-9390