Low-Income Consumers More Willing to Pay Premium for Sustainability

Contrary to the idea that higher-income shoppers are most interested in “green” products fit, a study by Atlanta-based retail design and strategy firm Miller Zell has found that lower-income shoppers are actually driving demand for sustainable product purchases.

The study revealed that while income doesn’t always indicate a bias toward green products, low-income shoppers are most willing to pay a premium for products marketed as green. Women are also more likely than men to pay more for such items.

“Offering green products and executing related promotions could potentially create an additional positive dimension of brand perception -- which ultimately impacts frequency and purchase behavior,” the study noted.

The research additionally identifies which channels are most effective at spurring shopper interest in green products, as well as generational differences in eco-friendly purchase behavior. To download a copy of the study results, visit the Miller Zell blog, Inside the Aisle, at http://insidetheaisle.com/mz-research-surveys/.
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