A recent 2009 survey by Mintel revealed the percentage of Americans who "almost always" or "regularly" purchase green products has remained the same over the past year at 36 percent. The percentage of American consumers who almost always or regularly purchase green products tripled last year from 12 percent in 2007 to 36 percent in 2008.
The survey also discovered 54 percent of respondents would purchase more sustainable, green products if their price point wasn’t so much higher than non-green products. The response skyrocketed to 74 percent when respondents were asked if they would purchase more organic food if it were less expensive.
If part of your business plan is to become more environmentally conscious and begin—or continue—selling green products, surveys such as this one can reveal a lot. For example, perhaps your survey also uncovers that one of the barriers you need to overcome in the marketplace is cost. Your marketing department can share that feedback with the supply chain and production departments, who can then take steps to decrease costs without decreasing margins.
The survey also discovered 54 percent of respondents would purchase more sustainable, green products if their price point wasn’t so much higher than non-green products. The response skyrocketed to 74 percent when respondents were asked if they would purchase more organic food if it were less expensive.
If part of your business plan is to become more environmentally conscious and begin—or continue—selling green products, surveys such as this one can reveal a lot. For example, perhaps your survey also uncovers that one of the barriers you need to overcome in the marketplace is cost. Your marketing department can share that feedback with the supply chain and production departments, who can then take steps to decrease costs without decreasing margins.
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