Environmental Friendliness Can Be Monitized

A national Capstrat-Public Policy Polling survey found that 59% of consumers consider products' environmental sustainability to be very important in their buying decisions. And 56% noted they would pay "a little" to "significantly" more for a product that was environmentally friendly.

Yet 47% of respondents said sustainability and environmental friendliness are "rarely" or "never" mentioned in their employers' communications. Only 20% of respondents said sustainability was "frequently" mentioned.

Environmentally Friendly and Sustainable





I am willing to pay "a little" or "significantly" more for a product that is environmentally friendly




Sustainability is "rarely" or "never" mentioned in employer communications




Source: Capstrat, December 2010

These survey results are in line with a 2009 Capstrat poll in which 54% of respondents cited sustainability as "very important" in their buying decisions and fifty-nine% said they would pay "a little" to "significantly" more for a product that was environmentally friendly. In that poll, 46% of respondents said sustainability was "rarely" or "never" mentioned in their companies' communications.

Capstrat CEO Ken Eudy says, "... companies with a genuine commitment to the environment are missing a huge opportunity to promote this orientation... even with their own employees... communicate what they are doing to protect the environment... "

Other notable findings include:

  • Millennials more likely to pay for green... 19% of Millennials are willing to pay "significantly more" for a green product, more than any other age cohort (results were 4% for ages 30-45, 7% for ages 46-65 and 5% among those older than 65
  • Men less likely to pay for green...   52% of men say they will pay "no more" for a green product, compared to 32% of women.
  • Democrats twice as green...   Environmental friendliness is more important to Democrat's.  11% of respondents identifying themselves as Democrats called sustainability the most important factor in purchasing decisions compared to only 4% of Republicans

The polling industry is evolving into automated telephone surveys (IVR) and internet polling. An analysis by the Wall Street Journal of swing state polls in the 2008 presidential campaign concluded that Public Policy Polling was among the two most accurate survey firms, reports the analysis.

To view complete survey results (PDF), visit, or the original release here.


1 comment about "Environmental Friendliness Can Be Monitized".
Check to receive email when comments are posted.
  1. Mitchell Collier from consultant, January 4, 2011 at 9:35 a.m.

    In the above table, Environmentally Friendly and Sustainable, there is no indication of whether the 2009 to 2010 change is statistically significant.

Next story loading loading..