Report Suggests Green Packaging Works for Some Products
Feb. 21, 2008 - A recent report that studied the buying preferences of "green" consumers suggests not all products need to have a green focus.
The consumer packaged goods (CPG) study conducted by Experian Research Services is part of the Simmons National Consumer Study, which identified four types of green consumers: behavioral greens, think greens, potential greens and true browns. The buying behaviors among these green consumers differ between the four categories, making it necessary for CPG companies and marketers to stop and look at how their consumers are reacting to the green movement.
Chris Wilson, president of Experian Research Services, explained that since more than $500 billion will be spent on green products in 2008, it's vital for the CPG industry to evaluate consumer preferences prior to establishing green marketing strategies.
"Marketers need to have a strong understanding of consumer buying behaviors and what is driving them to make purchasing decisions so that they can allocate their marketing resources accordingly," Wilson said.
"For example, marketers will want to know that roll-on deodorant is most favored among the 'behavioral greens' group, while aerosol is preferred among 'true browns," he explained.
SOURCE: Experian Research Services