Offering green products and executing related promotions could potentially create an additional positive dimension of brand perception - which ultimately impacts frequency and purchase behavior.
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Atlanta, GA (Vocus) July 20, 2009
Traditional wisdom suggests that shoppers most interested in "green" products fit a specific profile including a higher income and overall lifestyle commitment to eco-friendly living. However, a study by retail design and strategy firm Miller Zell reveals that, in fact, lower income shoppers are leading the charge for sustainable product purchases.
Results showed that while income does not always indicate a propensity to pay more for green products, low income shoppers are most willing to pay a premium for products marketed as green. Women are also more likely than men to pay a premium for similar products. Despite a demonstrated interest from consumers, retailers and manufacturers are missing the mark in promoting and providing information on green products.
"Offering green products and executing related promotions could potentially create an additional positive dimension of brand perception - which ultimately impacts frequency and purchase behavior."
The study also examines which channels are most effective at triggering shopper interest in green products as well as generational differences in eco-friendly purchase behavior. To download a copy of the study results, visit the Miller Zell blog, Inside the Aisle at http://insidetheaisle.com/mz-research-surveys/.
About the Survey:
The "Green" Scene is part 2 of a series of mini report extensions from Miller Zell's larger report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers. In The "Green" Scene, we explore shopping behavior related to eco-friendly product information in-store. The information presented here will help retailers and manufacturers think differently when developing retail strategies that trigger green purchases.
About Miller Zell:
Miller Zell is a leader in strategic retail consulting specializing in retail design, shopper marketing, shopper insights research & analysis, and store implementation, serving some of the world's best known brands. Headquartered in Atlanta, Ga. for more than 30 years, Miller Zell designs and builds award-winning selling environments across retail sectors including grocery, financial institutions, dealer-based businesses, restaurant chains, consumer products and mass merchandise. More information can be found at http://www.millerzell.com.
Alex Delotch Davis