Over three quarters (77%) of consumers agree that they can make a positive difference by purchasing from socially or environmentally responsible companies, says the new BBMG Conscious Consumer Report: Redefining Value in a New Economy. However, 23% of consumers they have “no way of knowing” if a product is actually green or does what it claims.
BBMG says interest in green has held up despite the tough economy. Two thirds (75%) of Americans say that even in tough economic times, it is important to purchase purchase products with social and environmental benefits. Over half (51%) are willing to pay more for such products.
This interest is also growing with each year. BBMG found that brand attributes such as energy efficiency, local origin and natural, recycled or organic content have all substantially increased in importance in 2008 compared to 2007.
Yet consumers have become increasingly skeptical of green claims and demand more accountability. Many (29%) will turn to consumer reports; others will look to certification seals on products (28%) and lists of ingredients (27%). Consumers are not likely to believe statements on product packaging (11%) and even less likely to rely on product advertising (5%).
The BBMG report also offers a segmentation analysis of four U.S. consumer groups based on each group’s reaction to the green trend.