|
|
|
SAVE | EMAIL | PRINT | MOST POPULAR | RSS  | REPRINTS
Shoppers Favor Greener Brands - but do They Buy Them?
MAY 28, 2009 --
Even though shoppers are holding back on spending in the United States, they are thinking greener than ever, according to a study from the Grocery Manufacturers Association (GMA) and Deloitte, which reported that 54 percent of shoppers surveyed said they “actively consider” a brand’s sustainability characteristics when making a buying decision.
However, the study reported that only 22 percent of the more than 6,400 shoppers interviewed while leaving the story actually purchased a green product on that particular shopping trip.
The study showed that 95 percent of shoppers said they are open to considering environmentally friendly products, that 67 percent actively look for them, but only 47 percent actually found them as they shopped. Only 2 percent said price is not a factor when they buy.
“For most shoppers, sustainable considerations become a tie-breaker when other factors are in relative parity,” the report observed. “Because of this effect, sustainability characteristics drive a relatively large amount of product switching. Once a more sustainable product has captured the shopper’s commitment, it tends to create brand stickiness by retaining the shopper’s loyalty through repurchase.”
The survey was conducted outside 11 leading grocery retail companies across the United States.
SAVE | EMAIL | PRINT | MOST POPULAR | RSS | REPRINTS
Copyright 2006 Progressive Grocer
|
|
|
PRODUCTS
