Eco News

Down Economy Having Little Effect on Green Purchasing, Consumer Trust

Feb. 20, 2009 - Despite tough economic times, three out of four Americans say they are buying just as many green products - if not more, according to a new survey.

Cone's 2009 Consumer Environmental Survey finds that 34% of U.S. consumers say they are more likely to buy environmentally responsible products today, and another 44% are making the same green purchases they did when times were flush. Just 8% say they are now less likely to buy green.

If anything, the recession has put more focus on corporate behavior, the report suggests. More than a third (35%) of those surveyed say they have higher expectations for companies to make and sell environmentally responsible products during the economic downturn. Seventy percent say they are paying attention to what companies are doing with regard to the environment today, even if they're holding off on purchasing.

Shoppers remain surprisingly open to companies' green messaging amid an overall crisis of confidence in business. Nearly two-thirds (63%) say they trust companies to tell them the truth in their environmental messaging. At the same time, most think companies aren't giving them enough information; 85% think companies should communicate their environmental commitments year-round instead of saving green announcements for Earth Day.

"The fact that consumers continue to be interested in the environment and mindful of corporate efforts, even in the midst of a grueling recession, is evidence that this is more than just a passing trend," says Jonathan Yohannan, SVP of corporate responsibility at Cone. "Environmental responsibility is not just an expectation in times of prosperity."

Cone's results echo a Mintel survey out this month, which finds that the number of Americans who say they almost always or regularly buy green products remains unchanged since last year, at 36%.