Presenting the research were sustainability leaders: Dr. Arthur Weissman, president/chief executive officer (CEO) of Green Seal; Kevin Tuerff, principal/president of EnviroMedia Social Marketing; and Linda Chipperfield, vice president of marketing/outreach for Green Seal.
Eighty-two percent of consumers, or four out of five, say they are still buying green products and services today — which sometimes cost more — even in the midst of a recession.
Half of the 1,000 people surveyed say they are buying just as many green products now as before the economic downturn, while 19 percent say they are buying more green products.
Fourteen percent say they are buying fewer environmentally friendly products.
2009 National Green Buying Research
Other key findings in the new research conducted by telephone in a random digit dial sample were that:
"This research suggests that consumers are buying green products second only to participating in recycling," said Weissman. "This increased consumer demand sends a signal to manufacturers to produce products that are truly green."
"That should serve as a wakeup call to sellers and marketers of current and future green products and to any company in general," said Tuerff. "There are 76 million consumers ages 18 to 34 who reward companies providing services and products that are less toxic, less packaged and less energy intensive."
Green Seal and EnviroMedia Social Marketing released the research at the first-ever Greenwashing Forum in Portland, Oregon, February 6.
The forum, hosted by the University of Oregon, was inspired by the Greenwashing Indexsm, which was launched in January 2008 by EnviroMedia and the University of Oregon School of Journalism and Communication.
The margin of error on the 2009 National Green Buying Survey is +/- 3.2 percent.