According to a survey by Landor, over half of 9,000 respondents thought that the environment is on the wrong track, with 73 percent of Americans saying it s important to buy products from green companies. The study, titled Green Brands 2011, however indicated s, that 37 percent of U.S. shoppers said they d pay nothing extra and only 33 percent said they d fork over up to 10 percent more.
There s a perception that green brands are significantly more expensive, said Landor communications chief Mindy Romero. But many of them household products especially aren t a lot more than 10 percent higher anyway.
The lingering recession also puts concerns about the environment on the back-burner. “During the recession we saw a dip in environmental concerns,” said Romero. “Now, we’re coming back up to the levels we were at in 2008.”
While only a third of U.S. shoppers would pay 10 percent more for a green product, that number increases to 44 percent in France and 48 percent in Brazil. Interestingly, when asked if they’d pay over 30 percent more for a green product, the highest number of positive responses came from India and China at 10 and 13 percent.
Source: AdWeek
