Consumers Say Green Products Don’t Define a Firm’s Sustainability

by | Jul 14, 2009

This article is included in these additional categories:

july-chart-1aA slight majority of consumers think a company can be environmentally responsible without making green products, according to research from the Natural Marketing Institute.

Companies have two broad approaches to the sustainability marketplace: creating an environmentally-friendly or socially-responsible product, or taking some other sort of corporate action. Such corporate actions can include building a green office/facility, using renewable power or donating time or money to causes.

Not surprisingly, LOHAS consumers, the opinion leaders in the sustainability space, set the bar much higher, with half believing a company that does not produce some variation of a green product cannot truly be considered environmentally-friendly. Since LOHAS consumers predict how mainstream consumer opinion will shift in the future, companies claiming to be environmentally-friendly must consider greening their product mix to avoid diminished consumer trust as the green market evolves, according to the 2008 LOHAS Consumer Trends Database.

Additional articles you will be interested in.

Stay Informed

Get E+E Leader Articles delivered via Newsletter right to your inbox!

This field is for validation purposes and should be left unchanged.
Share This