As more marketers go green, fewer consumers want to pay for it
Being eco-friendly is a $40 billion business, but it's becoming increasingly apparent that consumers aren't paying as much attention, at least not if it's going to cost them more.
A Green Gauge survey by research company GfK finds that while 93% of consumers say they have personally changed their behavior to conserve energy in their household, they're becoming less willing to pay more for green products. The survey of 2,000 U.S. consumers, fielded last summer, finds five- to 12-point drops in the percentage of consumers willing to pay more for eco-friendly cars, biodegradable plastic packaging, energy-efficient light bulbs, electricity from renewable resources or clothing made of organic or recycled materials.