A total of 65 percent of American adults agree with the statement “preserving the environment is very important,” according to the Survey of the American Consumer released by GfK MRI.
In addition, 22 percent of consumers who remodeled their homes in the last 12 months said they used environmentally friendly/”green” products for their renovation.
The top three environmentally-friendly products purchased by U.S. adults are light bulbs (18 percent), paper towels (12 percent) and laundry detergent (11%).
However, data from the last five years indicate that consumers are now less likely to pay more or give up convenience for green products. For instance, the percentage of U.S. adults who agreed with the statement “I am willing to give up convenience in return for a product that is environmentally safe” declined 16 percent in the past five years, from 56 percent in 2007 to 47 percent in 2011.
Likewise, the percentage of adults who report “I am willing to pay more for a product that is environmentally safe” declined 13 percent, from 60 percent to 52 percent, in the last five years.
Consumers aged 18-24 are the only adult age group whose willingness to give up convenience or pay more for green products has held steady over the past five years. In addition, 53 percent of consumers aged 18-24 recycle products and 4 percent participated in environmental groups/causes in the past 12 months.
US Consumer Attitudes on Green 2011
Consumers Skeptical of Environmental Claims
US Environmental Attitudes 2007 – 2020
Consumer Demand for Green (2009)
Don’t Count on the Young to Save the Planet
The Power of Social Media and the Importance of Market Segmentation
Consumer Groups Push for a US Vehicle Efficiency Standard
The War Between the Earth’s Carrying Capacity and Rising Demand
Carrotmobs: Adding Incentives to the Consumer Arsenal
Green’s Coming of Age