Are Consumers Less Interested in Green Products These Days?

Posted by Jessica, BiOH Polyols Marketing Manager on February 26, 2009

According to a recent report from Boston Consulting Group, the answer is no. BCG surveyed 9,000 adults in 9 countries to assess consumer attitudes towards green products. BCG noted the following conclusions that I found interesting…
1) More consumers intentionally purchased green products in 2008 than 2007
2) There is confusion around what “green” really means, and consumers are becoming increasingly skeptical about green products
3) Consumers want advice on how to evaluate product claims
4) Consumers were willing to pay a little more for some green products – if they believe they are healthier, safer, or better for the environment
5) Consumers remain unaware of green option in many categories and believe that choices are limited
6) BCG recommends companies think beyond just product but consider green in 4 P’s – planning, processes, products, & promotion

From my standpoint of promoting products that contain BiOH polyols, I see a lot of opportunities around education and awareness – providing data on soy content in foams, educating about cushioning choices and options, sharing retail locations and manufacturers that carry BiOH products, etc. After you read the study, what opportunities do you see? Do you agree with their findings?