News & Views

CHANNELS    |    Behavior Change      Leadership      Products & Design      Supply Chain      Marketing & Comms      New Metrics    |    MORE

All Things Equal, 83% of Consumers Will Choose the Greener Product

April 15, 2008 - Newsflash: Consumers, when choosing between two similar products, prefer the greener version. In a new survey from research firm DoubleClick Performics, 83% of respondents said they are "extremely" or "very likely" to choose the more environmentally friendly option.

"Not only are consumers interested in green products and companies, our survey shows that nearly half of them will pay at least five percent more for them," says Stuart Larkins, senior vice president of search at DoubleClick Performics. "With so many consumers online researching and purchasing products, retailers should include relevant environmentally-conscious information throughout their paid and natural search campaigns, affiliate promotions, display ads, and e-mail."

Marketers shouldn't underestimate the power of word-of-mouth, however. About three quarters of consumers who make online purchases said a recommendation from a friend, family member, or co-worker is valuable when buying online, according to the survey.

"We also found that a majority of online consumers would recommend an environmentally-conscious company to friends and family," says Larkins. "All these results speak to the necessity for proactive reputation management; consumers are as interested in the company as the products they are researching."