I just came across a post that summarizes the standard market research on consumers relating to sustainability. Here are the five conclusions from Jen Hanson of Realsight...
1. between 80 and 90% of consumers say they care about the environment, with 50%+ expressing they are seriously concerned
2. consumers will not spend extra money for green products
3. they need positive reinforcement through messaging to purchase these products
4. consumers require personal psychological benefits to act, not just environmental benefits
5. they demand transparency and accountability for green products and messages
"...we need to take a step back and change our perspective. The problem is not about individual products. . . the problem is immersed in our culture, one that has been defined by our individual behaviors and desires for "stuff," items that have become cultural symbols we use to define how we want others to perceive us. Until we change the way we try to understand sustainable decisions, and how to turn consumer attitudes into action, we will never make the positive impact we all hope to have on our planet."
Link: get realsight: Sustainable Decisions = Culture + Lifestyle.
I'd tweak some of her language (e.g. some consumers will not spend extra money pay a premium for green products if they offer additional benefits), but I generally agree with these points as typical research findings from green studies.
Jen's suggestion is that simply understanding how consumers think about sustainability, and having an "if you build it, they will come" attitude about the clean tech is not going to get it done. Green marketers and business developers need to go beyond getting consumers to buy their products, they should be looking for ways to help consumers change the way they live, and what they value.
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