CEOs: Getting Consumers To Buy Green Not Easy

by | Jun 26, 2007

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Even though consumers are enamored with the idea of having cupboards and closets full of “green” products, they have not been willing to pay higher prices or accept compromises on quality, Reuters reports (via GreenBiz).

Still, manufacturers such as Procter & Gamble, Whirlpool, and others are cutting packaging, researching sustainable materials and making their products and operations more energy efficient.

Procter & Gamble, which is reducing its packaging this year with the launch of concentrated laundry detergent, acknowledged that changing consumers’ habits is not easy.

“How do you convince consumers that small is beautiful in laundry?” P&G’s global product supply officer, Keith Harrison, said at the summit. “Everyone has managed to do that in cell phones and iPods, but how you get consumers to understand that small is beautiful in laundry will be an interesting challenge.”

Jeff Fettig, CEO of appliance maker Whirlpool, said price is still a bigger factor for consumers than energy efficiency: “Consumers absolutely appreciate environmentalism in our products … I certainly wouldn’t say they would be willing to pay for it.”

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