2Sustain: “If you are not playing in the green space, you are competing against it. Either fold it into your strategy or have a clear competitive advantage over green competition.”


 


Grail Research Identifies Habits, Traits of Green Consumers

Posted: 22 Oct 2009 01:53 PM PDT

Are consumers truly committed to green shopping, or is it just a passing fad?

A fascinating new study from Grail Research deep dives into this question, and the results strongly suggest that “green is here to stay.”

Findings in “The Green Revolution,” Grail Research’s 21-page report, show that 85% of US consumers have bought green products, and nearly all of them expect to do so in the future. What’s more, among the few who have never bought green products, 67% say they have considered switching to eco-friendly purchases.

But, even so, not all green consumers are considered equal.

Compared to their “light” green counterparts, “dark” green consumers:

  • Care more about what is in products (natural, organic, or non-toxic ingredients, e.g.).
  • Are older, more educated, and more affluent.
  • Are not as impulsive. They plan their purchases ahead of time.

It’s also interesting to note that Grail Research found that environmentally-friendly packaging is considered important for driving purchases among almost all product categories.

Check out the full report here for even more in-depth insights into what today’s green consumers are expecting. As the report succinctly sums it up:

“If you are not playing in the green space, you are competing against it. Either fold it into your strategy or have a clear competitive advantage over green competition.”

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