NEW YORK: US consumers are willing to change their personal behaviour to save energy, but are increasingly reluctant to spend more on green products, according to new research.
GfK's 2012 Green Gauge survey of 2,000 US consumers indicated that the proportion of people willing to pay more for sustainable goods had fallen by 5-12 percentage points over the last year depending on product category, Ad Age reports.
Across categories, there was a consistent trend away from making "green purchases". In 2008, 62% of the GfK survey respondents said were willing to pay more for a car that pollutes less, a figure that was down to 49% by 2012.
Organic foods account for the bulk of spending on eco-products and they too are seeing increased resistance to higher prices, with a fall from 57% to 51% in respondents prepared to pay for a lack of pesticides or antibiotics.
Diane Crispell, consulting director at GfK, told Advertising Age that overhyped claims by marketers are to blame.
Even if consumers are loath to spend more in this field, companies are finding that an eco-friendly approach to business practices can pay dividends.
Data sourced from Advertising Age; additional content by Warc staff