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Green Is a Woman’s Color: Females More Likely to Buy

November 30, -0001

According to Green 2008: Consumer Attitudes and Behaviors from The NPD Group, Inc., more than half of consumers surveyed consider themselves extremely or very interested in environmentally-friendly products. But women appeared to have a stronger interest in green products than men (57% vs. 47%). In addition, women are significantly more likely to be purchasing “green” products and more willing to pay a higher price.

Interestingly, more men than women consider themselves to be well-informed about green products.

“While men may be well-informed and have less interest in the category than women, the question to ask is why—is it the fact they are well-informed that is making them less interested, or is it a case where they don’t know what they don’t know?,” said Mark Delaney, director of The NPD Group’s home division. “In either scenario, manufacturers and retailers need to drive marketing and education efforts that will help the less-involved consumer understand the benefits of ‘green’ and what makes a product ‘green.’”

When using environmentally-friendly versions of products, consumers place an emphasis on those that seem to offer an immediate return on their investment, according to NPD. Recycled products, compact fluorescent light (CFL) bulbs and Energy Star-rated appliances are the environmentally-friendly products currently used by most respondents. Hybrid cars top the list of items respondents plan to use in the future.

Organic soap, detergent or household cleansers were currently used by 26% of respondents, compared to CFL bulbs (64%) and Energy Star appliances (60%). According to the survey, 18% said they plan to use organic soap, detergent or household cleanser and 15% said they planned to use organic beauty or cosmetic supplies.

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