According to a study done by Boulder, CO based Leisure Trends, an outdoor focused retail intelligence marketing firm, 23 percent of Americans are willing to pay a premium for goods perceived as being green.

“The average, for all who say they would or might pay more, is a 14% premium above what they would pay for a non-green product.”

“Gen X (29%) is more likely than Boomers or the Eisenhower Generation (20%) to say “yes” to higher prices for green products. Gen Y and Gen X lead all other generational groups by claiming they would pay 16% more for environmental friendly products. Willingness to pay a premium for green products is rising. When we asked this same question a year ago (June 2007) we found that those willing to pay more to buy green would tolerate an 11% price differential. ”

The study also found that an additional 56 percent of Americans may be willing to pay extra for “green” items on a case-by-case basis.

Original source: Leisure Trends

Tags: green products, leisure trends

This entry was posted on Monday, September 22nd, 2008 at 7:38 am and is filed under NEWS. You can leave a response, or trackback from your own site.