New research by Moen Inc., a plumbing products manufacturer, found that consumers are more likely to choose green products when they offer both long-term value and third-party certification of greenness, Kitchen & Bath Design News reports.
When Moen asked consumers, “If a retailer raised prices to be more environmentally friendly, would you pay more?” 39 percent of respondents said they would.
In addition, more than half of respondents rated a firm’s eco-consciousness as “very” or “somewhat” important, compared to 32 percent who were neutral, and 16 percent who said this was not very important.
The report found that successfully selling green is about offering “greenvenience,” where consumers can become green without sacrificing the convenience and quality of the product.