The majority (59 percent) of consumers consider the environmental sustainability of products to be very important in their buying decisions and 56 percent claim they would pay "a little" to "significantly" more for a product that was environmentally friendly, according to a Capstrat-Public Policy Polling survey.
Yet nearly half of respondents (47 percent) said sustainability and environmental friendliness are "rarely" or "never" mentioned in their employers' communications. Only 20 percent of respondents said sustainability was "frequently" mentioned.
These survey results are in line with a 2009 Capstrat poll in which 54 percent of respondents cited sustainability as "very important" in their buying decisions and 59 percent said they would pay "a little" to "significantly" more for a product that was environmentally friendly. In that poll, 46 percent of respondents said sustainability was "rarely" or "never" mentioned in their companies' communications.
"Poll results show that consumers' commitment to sustainability is holding strong," says Capstrat CEO Ken Eudy. "Companies with a genuine commitment to the environment are missing a huge opportunity to promote this orientation - even with their own employees. Corporations could and should do more to communicate what they are doing to protect the environment."