- It's no longer enough for green products to offer environmental and cost-saving benefits; consumers expect them to deliver on style as well, according to a new survey by household-fixtures giant Moen.
The study separates consumers into the now-familiar shades of "green" - Dark, Medium, Light, and Non - finding that, regardless of hue, most shoppers appear to share the idea that environmentally preferable products say something important about the buyer.
Here's the breakdown:
Dark Greens, the most eco-conscious group, continue to maintain a sense of responsibility to planet that overrides most other considerations.
Medium Greens tend to skew toward the younger and older ends of the spectrum, although the group includes a hefty dose of affluent green consumers looking for stylish products that will fit in their current home decor.
Light Greens are the young urban hipsters, whose limited purchase power is counterbalanced by "status" and "self-expression" as key motivating factors.
Non-Greens are primarily concerned with making the best buy for the price. If the product is affordable, works well, and looks good (the ideal for any green product), they're sold.
The main takeaway, according to the report, is that consumers aren't necessarily driven by price - they're driven by "value," and a product's environmental performance, while a certainly a boon for the planet, can offer a different kind of payoff for the status- and style-conscious. In fact, four in ten consumers surveyed (39%) said they would be willing to pay more for a green product.
As Moen puts it, "Today’s trends are all about improving your home and ensuring a better tomorrow for yourself, your family, and your world."
via sustainable life media
