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Young Women Lured In By Green Marketing

Updated on December 10, 2010

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!


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  • Hello, hello, profile image

    Hello, hello, 7 years ago from London, UK

    Yes, I buy organic and green products whenever I can get it.

  • profile image

    NaturalStylist 7 years ago

    I believe that green, natural, and organic are all complimentary movements. Years ago, natural foods or products used to taste poorly or perform less. Today, the opposite is true. Chemicals are primarily used in the manufacturing process because they are far cheaper to synthetically create than an organic ingredient. They are no longer needed to make things taste better or perform better. Now, I can find the best food at Whole Foods.

    I have been a hair salon owner for 20 years and have 5 locations. I used to only use L'Oreal Professional products but now I exclusively us Organic Color Systems products because they are cleaner, safer, less expensive, and perform so much better.

    Both Whole Foods and Organic Color Systems are two companies that, in my opinion, are blazing the trail for. Long term, sustainable trend towards green products that are better for both the consumer and the environment!

    I though this article was excellent, thank you!

  • chinemeremz profile image

    chinemeremz 7 years ago

    Even the celebrities from Leonardo Di Caprio, Nicole Kidman to BradGelina are getting their green groove on.

    Top auto companies are building eco friendly cars.

    Thanks Katy

  • Karen Wodke profile image

    Karen Wodke 7 years ago from Midwest

    Great article! I think living green is much more important than buying green. You never know for sure if a product is really what it claims to be. You can, however, be sure of your own lifestyle choices.