Survey: Millennials lead in ‘green’ purchasing

Philadelphia - Millennials are emerging as some of the most committed purchasers of sustainable products and services. According to a survey of 2,051 adult consumers commissioned by hygiene product manufacturer SCA, Millennials age 18-34 who purchase green products/services are significantly more likely (27%) to have increased the number of green products and services they buy compared to adults ages 35-44 (18%) and adults ages 45-plus (15%).

According to the survey, 75% of American adults reported purchasing green products/services. This represents a slight decrease in purchasing from 2013, when 78% of Americans reported green purchases. Though the overall percentage of individuals making green purchases has decreased slightly, Millennials were consistent year-over-year. Notably, Millennials, age 18-34,who purchase green products/services are significantly more likely (27%) to have increased the number of green products and services they buy compared to adults ages 35-44 (18%) and adults ages 45-plus (15%).

Forty percent of adults are willing to pay more for products if ethical and responsible manufacturing practices are guaranteed. Millennial adults aged 18-34 are significantly more likely (56%) to pay more than older consumers aged 35+ (34%).

In addition, when asked about their opinion of "green" products and services, 41% of American adults say that it is really just getting started, whereas only 11% believe green is just a fad and will go away at some point. And among those who purchase green products/services and have a child under 18 years old in the household, 15% of reported a reduction in green purchasing.

"The results of this year's survey were surprising in a number of ways," said Mike Kapalko, sustainability marketing manager for SCA's North American away-from-home professional hygiene business. "In the past, we've seen macro trends capturing an overall increase in green purchasing and behavior. However this year, the data tells a more nuanced story. Millennials continue to emerge as core supporters of green products and services, and they are willing to pay more to buy green. This finding is particularly important for businesses when you look at how consumer purchasing is set to shift in the coming years."
 

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