Sustainability Becoming More Important

A new study released today by the Grocery Manufacturers Association and Deloitte indicates that 54 percent of Americans actively consider environmental sustainability characteristics in their buying decisions. However, while they may be considering green products, they only purchased such items on 22 percent of their shopping trips.

Additional findings include that 95 percent of consumers are open to ecologically-friendly products and that while 67 percent of those surveyed looked for green products, only 47 percent actually found them!

Green shoppers are generally older, have higher income and are more educated, but they can be found across the consumer population and in all geographic regions. They are are less price sensitive than the average shopper and are generally not bargain hunters.

To read more about this study, visit the Deloitte Web site. Clearly green manufacturers need to make their products more visible to the consumer.

(photo credit: cbuckley/cc license)