In my discussions over the years with clients, one question seems to pop up more than any other: Are Americans willing to pay more for environmentally-friendly products?
For the segment of the population that is most affluent, most educated and most eco-conscious, the answer has always been – yes.
Now, a survey conducted by GfK Roper Public Affairs & Media and the Yale School of Forestry & Environmental Studies, shows that an ever increasing number of Americans are willing to pay more for environmentally friendly products.
“Many American consumers, even in the face of economic uncertainty, express a willingness to pay more for environmentally friendly products,” said Anthony Leiserowitz, director of Yale Project on Climate Change.
Half of the respondents to the survey said they would “definitely” or “probably” pay 15% more for eco-friendly clothes detergent (51%) or for an automobile (50%). Forty percent said they would spend 15% more on “green” computer printer paper and 39 percent would do the same for “green” wood furniture.