Target Green

Americans identify with “conscious consumer” tag

BBMG Conscious Consumer Report claims that about 9 in 10 Americans would describe themselves as “conscious consumers,” and the overwhelming majority support eco-conscious products and brands – if they like the price and quality.

But which companies have successfully cut through the green clutter, and are considered leaders in the socially-responsible space? Not surprisingly, the grocer that helped make organic trendy – Whole Foods – topped the list, followed by other companies that have carved a distinct niche for themselves in the market: Newman’s Own, Ben & Jerry’s, and Burt’s Bees.

Yet despite all the negative publicity against some of Wal-Mart’s business practices, the retailer’s recent eco-conscious initiatives have paid off. About 18% of the public considers Wal-Mart to be one of the most socially-responsible companies. Other big names to make the list are General Electric and Johnson & Johnson.

Other notable findings:

Despite the intense media attention on global warming, only 63 % of those surveyed listed it as a top concern. The highest ranking issues were those that more directly affect health, like safe drinking water (90%), clean air (86%), and devastating diseases (84%).

Then there is a matter of semantics when addressing the public. Americans are comfortable calling themselves “conscious consumers,” “socially responsible,” and even “environmentally-friendly,” but get slightly skittish with the term “green.”

Even so, there are limits on how much most are willing to spend on green products. Nearly 60% said price is very important when considering green goods. Other important attributes: quality, the product’s origins, its energy efficiency, health benefits, and convenience.

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