Young Women Lured In By Green Marketing
If you are in the business of marketing your product or service with a “green” slant then you should hope that your customers are young women. That’s because young people and females are more likely than older people and men to be drawn in by green marketing according to a recent report by Crowd Science. Approximately nine out of ten women believe that buying a product marketed as green actually makes a difference in the environmental situation.
The study found that about twenty percent of men were skeptical about buying products marketed as green, believing that it really doesn’t make a difference. In fact, sixteen percent of men believe that green marketing is actually just a ploy and isn’t related to the environment at all. Only about eight percent of women held that same skeptical belief. That’s about twice as many skeptical men as women according to the report.
Likewise, about twice as many people over the age of 55 were likely to be skeptical about the value of purchasing products with green labels as were their younger counterparts. About one in every four older people held the belief that buying green labels would make no difference.
This indicates that the majority of people who are choosing to buy green products are women under the age of 55 because these are the people who believe that their shopping choices really make a difference. Other questions asked in the survey tend to support this same conclusion. For example, forty two percent of women surveyed make it a point to check that the products they purchase are coming from companies that they consider to be ethical companies. Only three in ten male shoppers were likely to do the same thing.
Gender and age are not the only factors that impact whether or not people shop green. Another major influence is the amount of education that a shopper has. Twenty one percent of shoppers who have a post-graduate education are willing to pay “substantially more” for products that are labeled green as compared with only 12% of shoppers that have at most a basic undergraduate education. However, this may not have to do with smarts. It may be related to the fact that people with a post-graduate education are earning more money and therefore have the extra funds to put towards green products. People with lesser education may desire to buy green products but won’t spend “substantially more” for them simply because they have to make a compromise between their green beliefs and their budgets.
If there was one area that those shoppers might be interested in spending more to get green products then it might be in the restaurant industry. This makes sense since green dining is equated with healthy dining. A report by Live Science on the aforementioned study also cites another study completed at Ohio State University, which shows that eight out of ten people surveyed would be willing to pay more to eat at a restaurant that was “green”.
What is your opinion on green marketing? Do you believe that it’s better to buy green than to buy products not marketed as green? And is your opinion different for the restaurant industry than other shopping? Leave your answer in the comments to start a conversation on the topic!