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COLLINGSWOOD, N.J. -- Despite a tougher year ahead, natural product consumers are willing to pay more for "green," or environmentally friendly, products in 2008, according to a recent MamboTrack study by Mambo Sprouts Marketing here.
Mambo Sprouts surveyed the buying habits of 1,000 natural product consumers and forecasted their expected purchases for the coming year.
Seven in 10 consumers surveyed said they'd be willing to pay up to 20 percent more for environmentally friendly products. Only one in 10 respondents said they were unwilling to pay extra for green products and services.
In turn, the study revealed that consumer interest in healthy, organic, and sustainable products is on the rise, showing a commitment to organic foods and green products not only for personal health benefits but also for the environment.
Survey results showed consumers aren't just scrutinizing the products they buy, but want to support businesses and retail stores that have green sustainable practices. More than 7 in 10 indicated it was important (41 percent) or very important (32 percent) to do business with companies that were environmentally responsible.
For the coming year, while price was the overriding factor (60 percent) in their decision of where to shop, one in two or more consumers also identified the selection of healthy organic products (56 percent) and availability of organic produce (49 percent) as key factors as well.
When it comes to grocery spending in particular, natural category consumers indicated they were most likely to choose organic options for produce (60 percent), dairy products (54 percent) and child/baby food products (50 percent). Only one in four or fewer felt it was very important to buy organic in the categories of beer and wine (10 percent), pet food (23 percent), and desserts and snacks (23 percent).
Natural and organic consumers plan to increase their use of environmentally-friendly grocery bags, with 63 percent expected to increase their use of these green reusable bags and 62 percent expected to decrease their use of disposable plastic bags in 2008.