When Purchasing Home Products, Consumers Get Greener With Age

According to a new report from The NPD Group, Inc., leading provider of consumer and retail information, nearly two-thirds (64%) of consumers surveyed believe it is important to purchase environmentally friendly products for their homes. Additionally, the report shows purchasing "green-related" home products becomes more important to consumers as they get older. NPD found purchasing environmentally friendly home products to be most important to consumers over age 55. Major appliances were seen as one of the leading, most important eco-friendly products by those consumers, as well as by consumers in all age groups. "The information in the report is somewhat contrary to the belief that it's the younger generation who is more concerned about going 'green.' It may be that the older generation is now looking to leave the planet in better shape for their children and grandchildren," said Mark Delaney, director, home improvement. Additionally, the research shows that while consumers are willing to join the "green" crusade, price is an important factor in their purchase decisions. Thirty-eight percent of consumers say they are willing to pay more for environmentally friendly products. What about the other 62 percent? Respondents tell NPD they want to purchase "green" products, but are unwilling to pay substantially more for them, especially in the current economic climate. NPD also found respondents have a "healthy skepticism" around products claiming to be "green." According to a new report from The NPD Group, Inc., leading provider of consumer and retail information, nearly two-thirds (64%) of consumers surveyed believe it is important to purchase environmentally friendly products for their homes. Additionally, the report shows purchasing "green-related" home products becomes more important to consumers as they get older. NPD found purchasing environmentally friendly home products to be most important to consumers over age 55. Major appliances were seen as one of the leading, most important eco-friendly products by those consumers, as well as by consumers in all age groups. "The information in the report is somewhat contrary to the belief that it's the younger generation who is more concerned about going 'green.' It may be that the older generation is now looking to leave the planet in better shape for their children and grandchildren," said Mark Delaney, director, home improvement. Additionally, the research shows that while consumers are willing to join the "green" crusade, price is an important factor in their purchase decisions. Thirty-eight percent of consumers say they are willing to pay more for environmentally friendly products. What about the other 62 percent? Respondents tell NPD they want to purchase "green" products, but are unwilling to pay substantially more for them, especially in the current economic climate. NPD also found respondents have a "healthy skepticism" around products claiming to be "green."