The annual Global Green Brands Study revealed that interest in green products has increased significantly in the past year. The research polled over 9,000 people in 8 countries.
Personal care, grocery, and household products still have the greatest presence among companies in the Top Ten Green Brands List which was produced from the survey (See the list below). This is due to the increased intelligence consumers are getting on green products. Interestingly, the study also found that consumers are ready to take their green purchases to the next level by spending money on big ticket items such as cars and technology.
TOP TEN GREEN BRANDS LIST:
1. Seventh Generation
2. Whole Foods
3. Tom’s of Maine
4. Burt’s Bees
5. Trader Joe’s
6. The Walt Disney Company
7. S.C. Johnson
10. Starbucks, Microsoft (tied)
Just like last year’s study, more than 60% of the consumers polled said they wanted to buy products from environmentally responsible companies even if that meant paying more for them. In fact, consumers in developing countries were willing to pay up to 33% more for green products.
PACKAGING STILL A CONCERN
Another interesting finding from the poll was the concern over packaging, especially among US consumers. 71% believe companies use too much material in packaging while about 50% feel that packaging that can be recycled is more important than packaging made from recycled or biodegradable materials. Only 34% of US consumers polled said they consciously purchase products that use less packaging.
Packaging was also critical as a communication tool. Communicating product benefits to US consumers was vital. Packaging helps explain why a product is green and how green a product is. 40% polled say that packaging is their PRIMARY source for information on environmental issues regarding products.