Apple recently re-joined the ranks of companies with EPEAT certification, a system designed to verify environmentally friendly electronics. Apple stopped submitting its products to the ratings system last month, and re-joined after customer outcry. How many customers pay attention to environmental ratings on their products? And how many would go out of their way to support eco-friendly products and companies?
In Ask Your Target Market’s latest survey, 12% of respondents said they often consider a company’s environmental policies when making buying decisions. Another 37% of consumers said they sometimes consider a company’s environmental policies when making purchases. 31% said they rarely consider companies’ environmental policies, and 20% said they never do.
Environmental certification systems such as EPEAT can make it easier for customers to determine a product’s environmental impact, but do customers pay any more attention to these certifications than they do to a company’s overall environmental policies? Just 9% of consumers said they pay a lot of attention to these types of certifications. 43% said they somewhat pay attention to these certifications. And 49% said they don’t pay attention to environmental certifications at all.
Many consumers might be more likely to buy certain types of eco-friendly products than others. 36% of consumers said they would go out of their way to buy eco-friendly home appliances. 34% said they would go out of their way to buy organic or eco-friendly food products. 24% said they would go out of their way to purchase environmentally friendly vehicles. 23% said they would go out of their way for eco-friendly technology or gadgets. And 18% of respondents said they would go out of their way for eco-friendly clothing or accessories. 24% of respondents said they go out of their way for all different types of eco-friendly products, and 26% said they wouldn’t go out of their way for any kind of eco-friendly products.
However, wanting certain eco-friendly products doesn’t necessarily mean that many consumers actually buy them. Only 7% of respondents said they would definitely pay more for eco-friendly products. 48% said they would pay more if it didn’t include a huge price difference. Only 9% of consumers said they would only support companies or products that have official environmental certifications. And 37% of respondents said they would definitely not pay more for eco-friendly products.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on July 16 via AYTM’s online survey panel.