According to Environmental Leader, more than half of consumers prefer shopping with businesses that have a green reputation. And that number has seemingly only gotten bigger through the years. With Earth Day approaching, how many consumers are likely to purchase from eco-friendly businesses over other options? We asked 1,000 respondents about how green issues might impact their buying habits.
In Ask Your Target Market’s latest online survey, 71% of respondents said that they are at least somewhat more likely to support businesses if they perceive those businesses to be environmentally friendly. Seventh Generation, Ikea, Walmart, Method, Honest, Home Depot, Johnson & Johnson, Patagonia and Tesla were named as some of the most popular eco-friendly businesses among respondents. This year, 53% of respondents said that they’re at least somewhat likely to support eco-friendly businesses as a way of celebrating Earth Day. And 55% said that they have specific eco-friendly products in mind that they’re likely to purchase in honor of Earth Day this year.
Of those who prefer supporting eco-friendly businesses, 86% said they prefer supporting businesses that recycle. 74% like when businesses limit their use of chemicals or pollutants. 71% like supporting businesses that use sustainable materials. Another 71% prefer when businesses use natural materials. 67% like when businesses use renewable energy. And 51% like when businesses donate to environmental causes.
According to Personality Radar, those who prefer supporting eco-friendly businesses tend to be home and family oriented consumers. They are extremely health conscious, especially when it comes to buying organic products. And they seem to take in media from a variety of different sources, ranging from traditional newspapers to online media.
The majority of consumers seem to prefer shopping with eco-friendly brands when possible. And even simple things like recycling can make a difference in the minds of those consumers. However, based on the brands that consumers named, it seems that offering some sustainable products can also be a major factor. The consumers who do prefer shopping with eco-friendly brands can really vary, especially in terms of the types of media they consume. So for the brands trying to reach those consumers, marketing strategies could be tailored to each specific group of consumers, rather than using a blanket strategy for eco-friendly consumers as a whole. For example, eco-friendly tech brands could see great results from using mobile ads, while grocery brands may see better results from print advertising. 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.Photo Credit: Natural & Organic Products Europe Show Floor by Health Gauge under CC BY-ND 2.0What 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 April 3 via AYTM’s online survey panel.