Green Desired, But Price Still Rules

HARLEYSVILLE, Pa.Consumers no longer feel bound to pay a premium price for environmentally friendly alternatives, according to Natural Marketing Institutes (NMI) latest findings from its Lifestyles of Health and Sustainability (LOHAS) Consumer Trends Database® (LCTD). NMI stated part of the reason is green products increasingly becoming mainstream through the introduction of price-conscious options from players such as Wal-mart, Clorox, Safeway and others. NOMI further noted the importance of investing in product innovation and continuing to diffuse hurdles to competitive pricing of green products.

The LCTD also found approximately two-thirds of consumers care about the environment, but their purchases are primarily determined by price; eight in 10 consumers are interested in some type of green product; and U.S. consumers spent almost $300 billion on LOHAS-related products and services in 2008. The research was gathered from more than 50,000 consumers in more than 20 countries. 

NMI will present some of these findings at the upcoming LOHAS Forum in Boulder, Colo. Natural Marketing Institutes research is invaluable to businesses in uncovering opportunities and strategies in the global LOHAS marketplace, said Ted Ning, director of LOHAS.  With the upcoming Forum, participants can expect to gain even deeper insights into what drives purchasing decisions and how brands can more effectively reach their targets.