Increasing numbers of consumers are considering green factors in their purchase decisions. According to Forrester Research, 41 percent of the U.S. population are either interested in or are already purchasing from green companies or they are choosing green products and services. The Natural Marketing Institute reports that 63 million adults in the United States are considered lifestyles Of health and sustainability (LOHAS)consumers.
LOHAS consumers spend more than $230 billion dollars per year and are much more likely to purchase from a company that shares their green values.
An extensive survey of 1,254 international executives by the Economist Intelligence Unit on corporate responsibility showed that do-gooder companies [companies that implement strong green programs] … saw profits rise 16% last year  and enjoyed price growth of 45%.” Perhaps the most interesting aspect of this study was that “companies that rated their own sustainability [green] practices poorly registered only 7% profit growth and 12% price growth.
Although current research on consumer attitudes towards green is murky, taken as a whole the trend in this data offers compelling reasons for businesses to adopt green programs and communicate green efforts to customers.
© 2011, Richard Matthews. All rights reserved.
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