PHILADELPHIA — A national online survey, conducted for the second consecutive year, uncovered good news for businesses promoting green products or services: The vast majority of consumers are either buying the same or an increased amount of environmentally responsible products, according to a press release.
The second annual survey of 2,014 U.S. adults 18 and older was conducted April 28-30, 2010, by Harris Interactive
on behalf of the Tork brand
of SCA Tissue
and found that two-thirds (67 percent) of U.S. adults who consider themselves buyers of green products have retained their level of green purchases, the release stated.
"Past studies have shown that consumers who strive to lead green lifestyles are actively seeking out businesses with those shared values but may have a difficult time identifying those businesses," said Mike Kapalko, SCA Tissue''s sustainability marketing manager.
"One issue is that business owners aren''t communicating their green efforts in the places their consumers are looking. Some don''t offer visible third-party certifications for consumers to verify green claims. And, according to the 2010 Tork Report ''Healthy People, Healthy Planet,'' around 60 percent of businesses aren''t communicating green efforts at all. In many cases, simply providing detailed information could result in an improved reputation and an increase in sales," Kapalko added.