Survey: Consumers willing to pay more for green products in '08:
Mambo Sprouts Marketing surveyed 1,000 natural products consumers online
by Sustainable Food News
December 20, 2007
Consumers are willing to pay more for green, environmentally friendly products in 2008, according to a recent MamboTrack study by Mambo Sprouts Marketing, a natural and organic product marketing and promotions company.
Mambo said Tuesday that it surveyed the buying habits of 1,000 natural products consumers and forecasted their expected purchases for the coming year.
Despite the housing market decline, high energy costs, tight financing and an economic prediction that consumer spending will decline in the next year, the Collingswood , N.J., company said, surveyed consumers indicated they would pay more for environmentally friendly products, with seven in 10 consumers willing to pay up to 20 percent more.
Only one in 10 respondents said they were unwilling to pay extra for green products and services, the company said.
The marketing firm said data revealed that consumer interest in healthy, organic and sustainable products is on the rise, showing a commitment to organic foods and green products not only for personal health benefits, but also for the environment.
Mambo said the results also showed consumers want to support businesses and retail stores that have green sustainable practices.
More than seven in 10 indicated it was important (41 percent) or very important (32 percent) to do business with companies that were environmentally responsible.
While price was the overriding factor (60 percent) in their decision of where to shop in the next year, one in two or more consumers also identified the selection of healthy organic products (56 percent) and availability of organic produce (49 percent) as key factors, the surveyor said.
In regards to grocery spending, natural category consumers indicated they were most likely to choose organic options for produce (60 percent), dairy products (54 percent) and child/baby food products (50 percent).
However, only one in four or fewer felt it was important to buy organic in the categories of beer and wine (10 percent), pet food (23 percent) and desserts and snacks (23 percent), Mambo said.
Natural and organic consumers also plan to increase their use of environmentally friendly grocery bags with 63 percent expected to increase their use of green reusable bags and 62 percent expected to decrease their use of disposable plastic bags in 2008.
Green restaurants, hybrid electric cars, eco-clothing and eco-travel/vacations are among the earth-friendly products and services prospect consumers are targeting for 2008, according to Mambo.
About seven in 10 or more natural and organic product consumers already use energy saving light bulbs (77 percent), recycled paper (69 percent), environmentally friendly cleaning supplies (68 percent) and energy efficient appliances (64 percent).
Six in ten respondents, the firm said, indicated significant interest in expanding their earth-friendly practices by dining at "green" or eco-friendly restaurants (64 percent), buying a hybrid/electric car (61 percent), eco-friendly travel and vacations (60 percent) and buying clothing made from earth-friendly materials such as organic cotton, bamboo and hemp (61 percent).
"Natural consumers have already checked off the low-lying fruit when it comes to green purchasing and environmental responsibility," said Matthew A. Saline, CEO of Mambo Sprouts Marketing. "Organic dining, hybrid cars and eco-friendly fashion are the logical next step, and there are a growing number of consumers out there ready to take it."
The full-service health, natural and organic foods and products marketing company performed the survey online between Dec. 11 and Dec. 14.