Green consumers don't back up principles with purchases

Although the ‘green’ dialogue is becoming increasingly common across many industries, there is a significant disparity between what consumers say they do and what they actually do, according to US market research company Information Resources (IRI).

The company investigated the buying habits of consumers who deemed themselves to be eco-conscious.

However, the actual purchasing behaviour of these consumers showed an inconsistency between values and behaviour.

According to the IRI over 80 per cent of the population claims to make going green a priority, but this does not seem to be reflected in their purchases.

“While certain ‘green’ conscious consumers do make a concerted effort to buy ‘green’ products, there are some segments of the population that are environmentally sensitive but that does not necessarily translate into their actual behaviour,”​ said IRI President of consumer and shopper insights Robert I. Tomei.

Rising prices deter consumers​

Tomei suggests that this could be a reaction to rising gas and food prices that all compete for the consumer’s dollar.

“Given some of the obvious issues that consumers face in today’s market, such as high gas prices, higher unemployment rates and concerns over the financial investment community, it will be increasingly challenging for consumers to incorporate their sensitivity to the environment into their actual behaviour,”​ he said.

Nevertheless, manufacturers and retailers working in this sector will have to find ways to retain the consumer’s attention for all things green, even with the softening of consumer spend.

Consumer loyalty to green is suffering​

According to the study, consumer loyalty to ‘green’ products appears to be the problem.

The eco-centric consumer, a name coined by a previous study from fellow market research company TNS, sticks to his word, repeatedly purchasing ‘green’ products.

However the eco-chic consumer, whilst embracing the ‘green’ dialogue and initially purchasing eco-friendly products, quickly reverts to her original brand.

In addition, for the eco-chic consumer, perceived quality - and in the case of food products, taste - are more important than whether a product is environmentally friendly.

It is this younger, more trend-influenced consumer that the ‘green’ marketers will have to work hard to keep, particularly when increased consumer goods prices are stretching the purse strings.