The Rise of the Green Consumer
Increasing numbers of consumers are considering green factors in theirpurchase decisions. According to Forrester Research, 41 percent of theU.S. population are either interested in or are already purchasing fromgreen companies or they are choosing green products and services. TheNatural Marketing Institute reports that 63 million adults in the United States are considered Lifestyles Of Health and Sustainabilityconsumers.
LOHAS consumers spend more than $230 billion dollarsper year and are much more likely to purchase from a company that shares their green values.
An extensive survey of 1,254international executives by the Economist Intelligence Unit on corporate responsibility showed that do-gooder companies [companies thatimplement strong green programs] … saw profits rise 16% last year  and enjoyed price growth of 45%.” Perhaps the most interesting aspectof this study was that “companies that rated their own sustainability[green] practices poorly registered only 7% profit growth and 12% pricegrowth.
Although current research on consumer attitudes towards green is murky, taken as a whole this data offers compelling reasons for businesses toimplement green programs and communicate green efforts to customers.
Richard Matthews is a consultant, sustainable investor, writer and owner of The Green Market Oracle, a leading sustainable business blog that covers the convergence of sustainable capitalism and the global environment.The Green Market is one of the most comprehensive resources for information and tools on sustainability. Follow The Green Market's twitter feed and see the Facebook Fan Page. Richard is a contributor to more than 50 publications. Find him on Facebook and Linkedin.
- Solar on Breweries Across the U.S
- How Green Windows Provide Energy Efficiency
- Solar + Cloud Computing: Google’s Project Loon
- Wood as a Green Material
- In Focus: Green Engineering Advancements
- The Electric Vehicle Market in 10 Years
- Panasonic: 100M Li-Ion Tesla Batteries Ship This Month
- In Focus: India’s Energy Ties with Iran
- New Renewable Energy Projects Approved by Obama Adminstration
- The Solar Robots are Coming!
- Florida Has Spoken: More Renewable Energy!
- Bloomberg Announces Insane NYC Climate Plan
- SunRun Wants Utilities to Innovate Rooftop Solar
- UW Professor Designs Solar Cells that Store Energy
- Buffet Bets Against Nuclear
- Squirrels: Solar’s Biggest Threat?
- Facebook’s Hydroelectric Data Center Opens in Sweden
- Renewable Energy Funding in South Africa