Women are more interested in green products than men are (by 57 percent versus 47 percent), according to the latest research results from the NPD Group. And women are willing to pay more for eco-friendly products. On the other hand, more men than women say that they are well-informed on the topic -- which begs the question: Why do men say they know more but care less?
“While men may be well-informed and have less interest in the category than women, the question to ask is why,” said Mark Delaney, director of NPD Group’s home division, in a press release. “Is it the fact they are well-informed that is making them less interested, or is it a case where they don’t know what they don’t know?”
But while the gender differences are significant, general interest in green products -- across demographic boundaries -- is high. More than half of those surveyed think of themselves as extremely or very interested in green products. Recycled product use is high, at 65 percent, and about the same portion of those surveyed say they use CFL bulbs.
Another key finding in “Green 2008: Consumer Attitudes and Behaviors:” Green shoppers want energy-efficient items that save money. That suggests energy efficiency may be an easier sell than protecting the environment.
As part of its report on green, the NPD Group identified the top five environmentally friendly products consumers are currently using. They are: • Recycled products (65 percent); • CFL bulbs (64 percent); • Energy Star appliances (60 percent); • Rechargeable batteries (50 percent); and • Organic soap, detergent or household cleaners (26 percent).
The research also identified five top environmentally friendly products that consumers plan to use in the future: • Hybrid automobile (35 percent); • Recycled products (19 percent); • Organic soap, detergent or household cleaners (18 percent); • Energy Star appliances (16 percent); and • Organic beauty or cosmetic supplies (15 percent).