Survey Shows Americans Trending Toward Green Purchasing

By Mike Kapalko, Sustainability Marketing Manager, SCA Tissue North America

SCA recently conducted the third annual Green Business survey to determine consumer green purchasing habits, and for the third year, results showed a positive uptick in green spending among adults.

This year’s survey showed that 77 percent of American adults purchase green products and services, including 57 percent who do so because they believe it’s better for the environment. This is reflective of the 2009 and 2010 survey results which revealed that seven in 10 adults purchased green products even in the midst of a down economy.

After conducting this survey for three consecutive years with at least 7 in 10 adults purchasing “green” products and services, I think it’s safe to say that “green” is here to stay.  Major companies and brands are offering a wider selection in more locations. This convenience, along with more competitive pricing compared to traditional products, has removed some of the previous barriers, moving the needle from niche to mainstream. 

It is becoming a driver of purchasing decisions and turning into a liability for companies not focused on sustainability – both internally and externally – as a growing understanding of green and the desire to protect the environment for future generations is helping spread those habits to more people every year.

Survey results unveiled several interesting opinions among adults.

Support for Third Party Verifications

Consumers are careful about how they verify companies’ claims to sustainability, with 72 percent of American adults indicating they know how to determine if a green claim or statement is true. Only 6 percent of American adults rely on reputation, awards or news stories about the company to verify green claims or statements. However, 21 percent feel that independent third-party certification is most reliable method to determine viability.

A Preference for Socially and Environmentally Responsible Restaurants

American adults showed a willingness to stand behind restaurants that prove to be socially and environmentally responsible, with 53 percent indicating they would choose a restaurant fitting this description over another which did not. Twenty-three percent of American adults said they would make the same choice even if the wait time was longer. 

This is a remarkable finding considering wait time can be a huge factor in a customer’s decision to eat at a restaurant. Consumers seem to be willing to sacrifice brief convenience for more sustainable choices. 

When it comes to making a green purchase, customers won’t always let price or a slightly less convenient option stop them from doing so. It’s important for businesses to adopt that same mindset in order to build a greener world. For more ways to green your business, visit the Tork® Report: Healthy People Healthy Planet™, which takes a comprehensive look at new sustainability and hygiene trends.

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