Most Americans and Canadians see green labeling as simply a sales tactic and are hesitant to pay for such products, according to a recent study.
“Consumers appear to be wary of companies who label their products as being ‘green,’ or environmentally friendly,” said Ipsos Reid, a market research company in Canada.
The company asked consumers about their perceptions of products touting “green” attributes. Seventy percent of American participants called the green designation “just a marketing tactic.” Sixty-four percent of Canadians agreed.
The results showed that men in the U.S. and Canada were more skeptical of green products than women. Seventy-two percent of Americans in the South will likely question a product’s green status, compared to 58 percent of Americans in the Northeast.
Forty-four percent of Americans said they wouldn’t pay more money for green building products in spite of the fact that the items could save money in the long run, and are probably safer for the environment.
Oddly, the report also said that 60 percent “disagreed” that they “would not be willing to pay more upfront for home building products that cost more upfront.”
It’s starting to sound a bit confusing.
Answers from Canadian respondents echoed this belief. Forty percent of Canadians conveyed an unwillingness to pay more for green building products.
It appears that Canadians have a better “green education” than those in the US: they are more likely than Americans to say they understand the benefits of building products with green advantages.
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