Ecopreneurist

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SCA poll by Harris Interactive, conducted in the beginning of April, found that consumers were definitely willing to pay more for green products…up to almost 20% more.

Good news for green businesses. But, take a little closer look at the findings.

64% of those surveyed said they would be willing to pay more for a hybrid car

63% indicated they would spend more for organic, fair trade, or locally sourced food

62% said they would dig deeper into their wallets for green/organic cleaning supplies

57% of those surveyed said they would pay the additional costs for products made from recycled materials.

Obviously purchasing a hybrid car has less to do with being environmentally conscious and more to do with saving money. With gas prices souring, consumers are willing to try anything they can to save on gas.

The next two, though they are green initiatives, they also address health issues. Consumers are willing to pay more and cut back in other areas if their own or their family’s health is at stake.

The last point, addressing consumers’ willingness to pay extra for products made from recycled materials, may be the most vulnerable to inflationary pressures.

Since this survey looked at willingness to purchase, as well as current purchase behavior, the results may only be indicative of consumers hopes, not necessarily their behavior. The survey found that, in a representative sample of the population, close to half of all consumers would be willing to pay more for green products.

The question remains…which half?

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Photo Courtesy: Burning Image at Flickr under Creative Commons License