SCA Survey: Environmental Standards Affect Consumer Buying, Dining

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This year's results were debuted this month for World Environment Day, a United Nations observance of environmental issues. The survey, conducted online among 2,124 U.S. adults aged 18 years and older from April 25 - 27, 2011 by Harris Interactive on behalf of SCA Tissue North America, found that 77% of American adults purchase green products/services, including 57% who do so because they believe it's better for the environment. These results, as well as those from the 2009 and 2010 surveys, showcase sustainability as a new way of life – with both of the previous surveys revealing that more than seven in ten adults continued purchasing "green" products and services, even during the down economy.

"The results stemming from our annual research continue to confirm that the use of responsible products and services is becoming a core value and a driver of behavior," said Mike Kapalko, SCA Tissue North America sustainability marketing manager. "People know how important their purchasing decisions are and are ensuring they make the best choices for themselves and the planet while doing day-to-day activities like shopping and dining out."

The survey showed that consumers are careful about how they verify companies' claims to sustainability, with 72% of American adults indicating they know how to determine if a green claim or statement is true. The survey also revealed that only 6% of American adults rely on reputation, awards, or news stories about the company to verify green claims or statements. However, 21% feel that independent third party certification is the most reliable method to determine viability.

The survey also showed that consumers look to product offerings to determine a brand's commitment to environmental stewardship. One quarter (26%) of American adults feel designations on menus or store shelves are the best ways for a business/restaurant/store to show their commitment to being green – which is fairly consistent with the 28% who felt these communication tactics were the best ways in 2010 – and continues to illustrate the importance of sharing sustainability information at the point of purchase.

American adults showed a willingness to stand behind restaurants that prove to be socially and environmentally responsible, with 5% indicating they would choose a restaurant fitting this description over another that didn't, and 23% said they would make the same choice even if the wait time was longer. While patrons are fond of these eateries, they do expect to pay a premium price for the choice, with 47% indicating they expect to pay more at a restaurant with a social and environmental focus.

The majority of American adults (56%) would be equally as likely to visit a restaurant or business focused on being green as they would to one that did not, regardless of the distance/effort required – which is similar to the 55% showcasing the same opinion in 2010. This continues to provide opportunities for business owners to emphasize their own sustainability efforts and, in turn, ensure they are speaking to these customers actively seeking out sustainable businesses.