October 1997 - Roper's Green Gauge Report tracks American's environmental views and concerns from 1990 through 1996 and reveals that the most environmentally-proactive group in the U.S. makes up 10% of the total population, a slight decline from the 11% level in 1990. The report also states that this group is willing to pay a 7% premium on average for environmentally-friendly products. Another group of 5% of U.S. consumers, though less environmentally-proactive, state that they are willing to pay a 20% premium for green products, and one-third of U.S. consumers falling into another category of green shoppers state that they are willing to pay a 4% premium. In total, a full 50% of U.S. consumers are concerned about the environment and are willing to pay more for ecologically-friendly products.
For more information, read "Growing the Green Market." (American Demographics article)
Contact: Roper Starch Worldwide (212) 599-0700