Consumers Still Buying "Green", Especially Paper

SocialFunds.com is reporting today on a new survey of 9,000 consumers in nine countries, conducted by the Boston Consulting Group, which indicates that consumers are still prioritizing "buying green," in spite of the downturn in the economy. In fact, the trend is increasing, and more consumers purchased green products in 2008 than in 2007.

The report is entitled Capturing the Green Advantage for Consumer Companies. It also includes results of interviews with executives at 20 leading consumer companies about their green experiences and strategies.

The survey is clear evidence that consumers are asking companies questions before they buy such as, "what's in your paper?" According to the report, when they were asked about their green shopping habits, a majority of respondents said that their most frequent green purchases were in the categories of paper and packaged products, disposable home products, fresh meat and vegetables, and electronics and appliances.

According to the report, "The green movement is about reducing waste and minimizing our impact on the environment. Companies that translate these goals into a holistic approach to offering differentiated green products bringing down costs across the entire value chain have been rewarded with higher margins and market share."

"The continuing expansion of green consciousness around the world presents a huge opportunity for smart companies," the report states. "The business case for green remains compelling, especially in a tough market."