September 2008 - LeisureTRAK® Green Report

Are Americans Willing to Pay More for Environmentally Friendly Products?

It depends for 56% of Americans.

However, 23% of Americans will pay a little extra to have a little less impact on the world.

How much more would they pay, you ask? The average, for all who say they would or might pay more, is a 14% premium above what they would pay for a non-green product.

Gen X (29%) is more likely than Boomers or the Eisenhower Generation (20%) to say “yes” to higher prices for green products. Gen Y and Gen X lead all other generational groups by claiming they would pay 16% more for environmental friendly products. Willingness to pay a premium for green products is rising. When we asked this same question a year ago (June 2007) we found that those willing to pay more to buy green would tolerate an 11% price differential.

These results come from the Leisure Trends Group LeisureTRAK® report published in September of 2008.   A copy of this study may be purchased for $1,295.

For more than 18 years, LeisureTRAK® has represented the sports, leisure and recreational opinions and behaviors of the American public as a whole (age sixteen and over).   Results are published in quarterly reports.  An annual subscription is $4,500, individual reports can be purchase for $1,295.   For more information on how to subscribe or to obtain a copy of the September 2008 Green LeisureTRAK® Report, please call or email Leisure Trends Group.

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