CHICAGO — The number of consumers who say they almost always or regularly buy green products remains at 36% — unchanged since 2008, when the number tripled from 12% the previous year, Mintel research shows.
Cost seems to have stalled green growth. More than half of consumers (54%) surveyed by Mintel said they would buy more green products if they weren’t so expensive.
The survey also found that the majority of adults are willing to pay only a little extra for green products, according to Marcia Mogelonsky, senior research analyst at Mintel. “Today’s shopper is looking for value,” she said in a statement. “True value includes health and safety benefits, quality, convenience, appeal and trust, all at a reasonable price. Companies who provide those benefits, as well as appease shoppers’ green sensibilities, will enjoy success despite the recession.”
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