A survey found green IT products are most likely to be bought by men, though overall interest in green products is growing.
new survey of more than 6,800 online U.S. adults aged 18 or older revealed that
although a vast majority of respondents (89.4 percent) incorporate some level
of greenness into their daily lives, there is an undercurrent of doubt when it
comes to green advertising claims and product efficacy.
Media, a provider of targeted Internet audiences to brand and performance
advertisers, conducted the survey on consumer perceptions of green marketing in
is most noted when consumers were asked their opinion of the effectiveness of
green products as compared with their conventional counterparts. Only one-fifth
(19.3 percent) of all respondents think green products work better than their
conventional counterparts, and two in five (39 percent) think they work the
same. One-quarter (24.4 percent) weren't sure, and 11.3 percent thought green
products work worse.
uncertainty also exists when evaluating the green claims made in advertising.
Although a majority (59.6 percent) of respondents believe green claims made in
advertising to some extent, a sizable minority (23.7 percent) either never
believed or find green claims to be confusing or misleading.
is some good news for marketers: Despite a slight majority (54.1 percent) of
respondents saying green products are priced too high, seven in 10 (68.6
percent) said they are either very or somewhat likely to purchase a product
advertised or promoted as being green or environmentally friendly. Only 16
percent said they're either very or somewhat unlikely to purchase a product
promoted as being green, and 7.3 percent said they're not at all likely to
purchase such products.
are more likely than men to say they would purchase a product advertised or
promoted as being green; 74.1 percent versus 62.8 percent, respectively.
cite many reasons for incorporating some level of greenness into their daily
lives; the clear leader is that being green is "good for the environment" (60.5
percent). Other reasons cited for pursuing green values include to impact the
future (46.6 percent), to live a better quality of life (43.6 percent), it's
good for the community (42.2 percent), a desire for a healthier body (38.9
percent), a desire to live simply and use less (37.2 percent), and a desire to
make a difference (36.9 percent).
help live greener lives, respondents said the Internet is their top resource
(34 percent) for gathering information on green initiatives and products. The
Internet is the leading media resource for green information for respondents
under the age of 55 years; however, among those over 55, print media takes the
top spot (29.2 percent), followed closely by the Internet (25 percent) and
television (24.4 percent).
green topics most commonly sought online are healthy recipes (40.9 percent),
recycling (33.6 percent), simple living (29.0 percent) and natural remedies
(28.8 percent). For both men and women, healthy recipes and recycling are among
the top four green information areas sought-however, below these two topics a
different story emerges. Women search for more lifestyle-focused information
such as natural remedies (36.2 percent) and simple living (33.2 percent), while
men seek out more technical information, including green technologies (28.5
percent) and alternative energy (27.7 percent).
best connect with audiences and move them toward action, advertisers should
first understand the green messaging cues that resonate with their target,"
said Mark Kaefer, marketing director at Burst Media. "By marrying the right
messaging with the full range of rich media and video units available on the
Web, an advertiser can promote creative interactivity and social interaction,
and encourage respondents to learn as much as they can about green product
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.