Study: Retailers Need to Better Communicate Green Messaging

Although most shoppers (95%) are open to buying green, 67% looked for these products, 47% found them and 22% purchased them during their shopping trip, show the findings of research conducted with more than 6,400 shoppers by the Grocery Manufacturers Association and Deloitte.

WASHINGTON — Although most shoppers (95%) are open to buying green, 67% looked for these products, 47% found them and 22% purchased them during their shopping trip, show the findings of research conducted with more than 6,400 shoppers by the Grocery Manufacturers Association here and Deloitte.

It found that concerns about product performance and credibility of claims attribute to why some consumers opt not to buy green, while communication and product education are the biggest sales impediments. Price is also a factor. Although the minority of shoppers who are committed to buying sustainable products will pay a premium, most shoppers are looking for price and performance parity with conventional products.

“We found that for most shoppers, sustainable considerations are an important tie-breaker when deciding between two otherwise equal products and they are a driver in product switching,” said Brian Lynch, GMA director of sales and sales promotions, in a statement. “But it’s not enough to just put green products on the shelf. We have to better educate consumers and leverage in-store communication to make the sale.”

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