Consumers are demanding more than vague promises that a company is "green," according to a study conducted for BBMG, New York. Companies have to demonstrate their social responsibility, the study indicates.
On behalf of BBMG, the Global Strategy Group, New York, polled about 2,000 adults from September 11-17.
The report reveals that price and quality remain "very important" priorities for 58 percent and 66 percent of those polled, respectively. But convenience, which 34 percent called very important, was edged out by more socially relevant attributes:
- Where a product is made (44 percent very important);
- How energy efficient it is (41 percent very important); and
- What its health benefits are (36 percent very important).
Big numbers of consumers said they were more likely to buy products from companies that:
- Manufacture energy efficient appliances and products (90 percent);
- Promote consumer health and safety (88 percent);
- Support fair labor and trade practices (87 percent);
- Commit to environmentally friendly practices (87 percent); and
- Manufacture their products in the U.S. (86 percent).
"Americans think before they buy," said Jefrey Pollock, president of Global Strategy Group. "Our poll reveals that many consumers evaluate the social and environmental impact of their purchases on the world in which they live. They tend to prefer to buy from companies that reflect their values and are increasingly likely to buy from companies that demonstrate they are good for people and the planet."--Eve Gumpel