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Marketing Daily reports on a study by an organization called Burst Media that says 90 percent of poll respondents say that they have incorporated the notion of “green” or sustainability into their lives at some level, and that these aspirationally green consumers are willing to pay more for products that are environmentally friendly and sustainable.

According to the story, “The aspirationally green consumers are most willing to pay a premium for food and household products they know to be earth-friendly, including produce (66.6%), juices and other bottled drinks (61.1%), household cleaners (59.2%), laundry detergents (58.7%), and packaged food (58.2%). Meanwhile, among the 100% green respondents, over 80% are willing to pay a premium for all product categories, including food, garden/landscaping supplies (84.4%), home improvement supplies (84.0%), bedding (83.3%), and health and beauty products (82.0%).”
KC's View:
I think that one of the more interesting facets of the study is the piece that says that roughly 56 percent of respondents believe green claims made on labels and in advertising, and that 25 percent do not find the claims to be credible and believe them to be confusing and misleading.

While I’m not entirely sure I trust the notion that nine out of ten people are willing to pay more for green products - I think that 90 percent of people say that they would, which is very different from actually doing so - the issue of credibility is a lot more important. Companies have to be absolutely honest and credible, because in the end, the system rewards transparency. And transparency will be the death of companies that try to put one over on shoppers.