New NPD study looks at consumer attitudes towards green

According to a new report, Green 2008: Consumer Attitudes and Behaviors, from The NPD Group, Inc. more than half of consumers surveyed consider themselves extremely or very interested in environmentally-friendly products. Women appeared to have a stronger interest in ‘green’ products than men (57% vs. 47%). In addition, women are significantly more likely to be purchasing ‘green’ products and more likely to be willing to pay a higher price.  Interestingly, more men than women consider themselves to be well-informed about ‘green’ products. “While men may be well-informed and have less interest in the category than women, the question to ask is why – is it the fact they are well-informed that is making them less interested, or is it a case where they don’t know what they don’t know?,” said Mark Delaney, director of The NPD Group’s Home division. “In either scenario, manufacturers and retailers need to drive marketing and education efforts that will help the less-involved consumer understand the benefits of ‘green’ and what makes a product ‘green’.”  When using environmentally-friendly versions of products, consumers place an emphasis on those that seem to offer an immediate return on their investment. Recycled products, compact fluorescent light bulbs or CFL bulbs, and Energy Star-rated appliances are the environmentally-friendly products currently used by most respondents.  Hybrid automobiles top the list of items respondents plan to use in the future. Thirty-five percent plan to use a hybrid automobile compared to only three percent of consumers who are currently using them.  For those consumers who plan to use ‘green’ products in the future, over 7 in 10 said they will use recycled products, CFL bulbs, and Energy Star-rated appliances.  “While consumers are doing what comes easy, most are inclined to keep doing more. In a struggling economy, those products marketed as being environmentally-friendly and saving consumers money will be the products that stand the best chance of growth in the long run,” ended Delaney.