59% of Americans Say Organic Label an Excuse to Upcharge

NEW YORKResults of a new Harris Interactive Poll reveals Americans concern for the current state and future of the environment is on the rise in 2013 (38% versus 31%  in 2012); however, 59% of consumers polled said labeling food or other products as organic is just an excuse to charge more.

According to the findings, men are the most skeptical about organic, with 63% agreeing the labeling of food or other products as organic is an excuse to charge more versus 54% of women.

What surprised us most was that while Americans are showing more concern for the environment, they aren't necessarily willing to pay more to do anything about it," said Mike de Vere, president of the Harris Poll. "While Americans feel better about the economy, many are wary of the 'greenwashing' concept that gives companies a chance to cash in on consumers who want to help the planet but are confused by all the eco-friendly jargon."

Going green continues to be a gray area, as consumers try to decide where it makes sense to incorporate it into their lives. While recent research shows that organic produce and meat typically aren't any better for you than conventional varieties when it comes to vitamin and nutrient content, 55% of Americans believe that organic foods are healthier than non-organic. In addition, 41% think organic food tastes better and/or fresher than non-organic.

Americans also are divided on how easy, or not so easy, it is to live a more environmentally conscious lifestyle, with nearly equal percentages of U.S. adults perceiving it as difficult (49%) and easy (47%). When asked about sentiments toward going green, 80% of Americans said they will seek out green products, but only 30% are willing to pay extra for them. Additionally, 60% of Americans prefer to use environmentally friendly cleaning supplies because of the chemicals contained in traditional cleaning products.