Consumers Seeking the Green

COLLINGSWOOD, N.J.Despite economic challenges, many consumers of natural products are willing to pay more for environmentally friendly products, according to a MamboTrack study by Mambo Sprouts Marketing. In the survey of 1,000 natural products consumers, seven out of 10 said theyd be willing to pay up to 20-percent more for green products and services. While price remains the overwhelming factor (60 percent) in deciding where to shop, 56 percent said a selection of healthy organic products and 49 percent cited availability of organic produce as key factors.

When it comes to grocery spending, shoppers indicated they were most likely to choose organic options for produce (60 percent), dairy products (54 percent) and child/baby food products (50 percent). Only one in four or fewer felt it was very important to buy organic in the categories of beer and wine (10 percent), pet food (23 percent), and desserts and snacks (23 percent).

However, its not just the products theyre looking at; 73 percent of respondents said it was important or very important to do business with companies that are environmentally responsible. Natural consumers have already checked off the low-lying fruit when it comes to green purchasing and environmental responsibility, said Matthew A. Saline, CEO of Mambo Sprouts. Organic dining, hybrid cars and eco-friendly fashion are the logical next step, and there are a growing number of consumers out there ready to take it. In fact, six in ten respondents indicated significant interest in expanding their earth-friendly practices by dining at green or eco-friendly restaurants (64 percent), buying a hybrid/electric car (61 percent), eco-friendly travel and vacations (60 percent) and buying clothing made from earth-friendly materials such as organic cotton, bamboo and hemp (61 percent).