Green buying grows even in economic downturn

by Editor
Wednesday, April 22, 2009

The economy has not dampened the green commitments of most U.S. consumers, according to a recent national poll. Which shows more than two thirds of those who purchase "green" products or services said their "green" buying habits are unchanged and one quarter said they've actually increased their purchase of "green" goods or services. Only 8% of "green" purchasers said the economy has reduced their buying of "green" products and services.

Adults were asked how the recent changes in the economy has affected their purchasing of "green" products or services such as non-toxic or biodegradable cleaning products and restaurants that serve locally sourced food. Among the 73% of those who reported buying "green":
  • 67%, reported buying the same
  • 26%, buying more
  • 8%, buying less
Asked how knowing that a store or restaurant focused on being "green" as part of their business would impact their likelihood to visit, 49% said they would be equally as likely to visit, regardless of extra distance or effort. Another 26% said they would be more likely to visit if it involved no extra distance/effort, and 8% would be more likely to "go green" and visit even if it required extra distance/ effort.

This survey was conducted online within the United States by Harris Interactive via its QuickQuery(SM) online omnibus service on behalf of SCA Tissue North America between March 27 and 31, 2009, among 2,014 U.S. adults aged 18 years and older. Results were weighted as needed for region, age within gender, education, household income and race/ethnicity. Propensity score weighting was also used to adjust for respondents' propensity to be online. No estimates of theoretical sampling error can be calculated.