Buying Green Is Still Important: Good Housekeeping Releases Results of Environmental Reader Survey

May 11, 2011 at 11:55 am

Good Housekeeping announced today during the Good and Green Conference, a two-day environmental conference in New York City that is co-sponsored by Good Housekeeping, results from a recent environmental survey that polled Good Housekeeping readers. The women’s service magazine dedicated to protecting and educating consumers, created the Green Good Housekeeping Seal, the environmental extension to the primary Seal, in response to consumer demand for guidance in sorting through a cluttered marketplace of green claims. The Green Good Housekeeping Seal is designed to set a mainstream bar for consumers who wish to live a greener lifestyle.

Key findings show that concern about the environment is top of mind and influences daily behaviors and decision-making:

  • 90% of respondents said they are concerned with improving the environment and 40% said they are “very” concerned.
  • 91% think being eco-friendly is something everyone should be concerned with.
  • 85% think the world would be a better place if everyone lived eco-friendly lives.
  • 84% think the environment is a serious issue and should be a priority for everyone.
  • 83% of respondents said they have made changes to lead an eco-friendly lifestyle.

Good Housekeeping readers predict their purchasing decisions will only get more environmentally focused over time:

  • 88% of respondents seek out and purchase eco-friendly products.
  • 73% of respondents said they use or plan to use natural cleaning products with minimal or no chemicals.
  • 80% of respondents always turn off the lights when leaving a room
  • 69% of respondents always recycle paper, plastic, glass, etc.
  • 66% of respondents always turn off the water when brushing their teeth.
  • 62% of respondents always purchase energy-efficient appliances.
  • 55% of respondents always use low-energy/compact fluorescent light bulbs.

Attention is paid to advertising with green claims—but not always trusted:

  • 84% of respondents said they pay attention to advertisers with an environmental message.
  • 79% think eco-friendly claims made by some products are exaggerated.
  • 28% think that if an ad says a product is eco-friendly, it really is.

Good Housekeeping readers acknowledge needing information to lead greener lives:

  • 72% said they would do more for the environment if they knew how.
  • Only 57% said they have the information they need to be personally involved in doing more for the environment.

Good Housekeeping readers expect companies to be committed to practices:

  • 62% think it’s very important that an ethical brand should treat its employees fairly.
  • 60% think it’s very important that companies produce products that can be safely recycled or disposed of.
  • 58% think it’s very important that companies use environmentally-friendly packaging for their products.
  • 58% think it’s very important that companies use environmentally-friendly ingredients in their products.
  • 68% of respondents are very likely to tell others if they discover that a company is being unethical and irresponsible.

Good Housekeeping’s online Environmental Survey was sent to 3,000 readers and drew a 29% return rate. Respondents were 96.5% female, 3.5% male. Median age was 47.24, 74% are married, 57.8% have 4 or fewer children in the household, 88.6% have children under 18 years of age. Median household income is $61,131 and 72% own a home.

Good And Green Presenting Sponsors, Good Housekeeping and The Daily Green, will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown and Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: Nestle Waters, The SOAP Group, Big Green Purse, Pentel, Passchal, Carolina Pad,, Parducci, SheSpeaks,; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: or contact registration chair Angela Aiello, 860.724.2649 x14. Good And Green® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

Entry filed under: Uncategorized. Tags: , , .

Steve Thomas To Keynote Good And Green Marketing Conference A New Mom Goes Green

Share/Tweet/Link This!

Bookmark and Share
Register Now for Good And Green, May 11 & 12, 2011, NYC
Follow Good And Green on Twitter

Good And Green is on Twitter

Join our Good And Green LinkedIn Group


All content copyright 2008-2013 PME® Enterprises, LLC. PME®, PME-EVENTS, and Good And Green® are trademarks and servicemarks of PME® Enterprises, LLC.