U.S. Consumers Increase 'Green' Purchases; But Are They Willing to Pay More?
PHILADELPHIA, June 5, 2013
PHILADELPHIA, June 5, 2013 /PRNewswire/ --U.S. consumers continue to go
green, as 78 percent say they buy green products and services, a steady
increase over 69 percent last year, according to the 5^th Annual Tork
Sustainability Study. The study was conducted by Harris Interactive on behalf
of SCA, makers of the Tork^® brand of away-from-home paper products and one of
the world's most sustainable and ethical companies.
Why people are buying green products appears to be shifting, as more consumers
say they buy green products because they are better for their health. This
year, 20 percent of consumers cited health reasons as why they bought green
products, up from 14 percent last year. That percentage increases to 26
percent for adults between 18 and 44 years old. Those who say they buy green
products because it's better for the environment are virtually unchanged, at
47 percent this year, compared to 48 percent last year.
The sustainability survey was conducted online by Harris Interactive in May
2013 among 2,068 U.S. adults aged 18 and over.
The study also shows that Americans are split when it comes to paying more for
products if they could be guaranteed of ethical and responsible manufacturing
practices. According to the survey, 43 percent of Americans said they would
pay more, while 44 percent said they would not.
The survey found that having children under the age of 18 in the household has
a significant impact on consumer decisions. More adults with children in their
household (78 percent) say they know how to determine if green claims and
statements are true as compared to 72 percent without children. Also, adults
with children in the house are significantly more likely to pay more for
responsible and ethically sourced products (51 percent) than those without
children (39 percent).
"People are paying more attention to health when choosing to buy green, and I
believe that adults are more aware when children are in the house. It suggests
this trend will continue as future consumers are being raised with these
values," said Mike Kapalko, Sustainability Marketing Manager for SCA's North
American away-from-home professional hygiene business. "While this survey
shows Americans are split on the idea of paying more for ethically and
responsibly manufactured products, a recent USA Today article stated that 9 of
10 Americans will boycott companies that engage in irresponsible business
practices. It's not a matter of paying more, but willingness to pay at all.
Clearly there is a case for companies needing to be green, be good or be
The 5^th Annual Tork Sustainability Study showcases SCA's industry leadership
and commitment to helping create a sustainable and ethical marketplace. SCA
chose to release the results of the survey today to recognize World
Environment Day, a United Nations observance of environmental issues. Survey
results are available upon request.
Harris Interactive^® fielded the 2013 study on behalf of SCA Tissue from May
7-9, via its Harris Poll QuickQuery^SM online omnibus service, interviewing a
nationwide sample of 2,068 U.S. adults aged 18 years and older. This online
survey is not based on a probability sample and therefore no estimate of
theoretical sampling error can be calculated. For complete survey methodology,
including weighting variables, please contact Jeff Krakoff at
The Tork brand offers professional hygiene products and services to customers
ranging from restaurants and healthcare facilities to offices, schools and
industries. Products include dispensers, paper towels, toilet tissue, soap,
napkins, and industrial and kitchen wipers. Through expertise in hygiene,
functional design and sustainability, Tork has become a market leader. Tork is
a global brand of SCA, and a committed partner to customers in over 80
countries. To keep up with the latest Tork news and innovations, please visit:
torkusa.com or tork.ca.
In North America, SCA produces the Tork^® line of dispensers, towels, tissue,
soap, napkins and wipers used in commercial settings such as office buildings,
restaurants, schools and healthcare facilities and the TENA^® line of
incontinence care products used by consumers at home and in healthcare
facilities. TENA and Tork are the global leading brands in their categories.
For more information visit www.sca.com/us.
Globally, SCA is a leading hygiene and forest products company. We develop and
produce sustainable personal care, tissue and forest products. Sales are
conducted in about 100 countries under many strong brands, including the
leading global brands TENA and Tork, and many regional brands. As Europe's
largest private forest owner, we put great emphasis on sustainable forest
management. SCA has about 36,000 employees. Salesin 2012 amounted to $13
billion. SCA was founded in 1929, has its headquarters in Stockholm, Sweden,
and is listed on the NASDAQ OMX Stockholm stock exchange. More information at
SCA delivers sustainable solutions with added value for our customers from
safe, resource efficient and environmentally sound sourcing, production and
development. Recent third party accreditations for the SCA sustainability work
include Dow Jones Sustainability Index 2012, the WWF Environmental Paper
Company Index 2011, and Ethisphere – World's most ethical companies 2013.
About Harris Interactive
Harris Interactive is one of the world's leading custom and syndicated market
research firms, leveraging research, technology, and business acumen to
transform relevant insight into actionable foresight. Known widely for the
Harris Poll^® and for pioneering innovative research methodologies, Harris
offers proprietary solutions in the areas of market and customer insight,
corporate brand and reputation strategy, and marketing, advertising, public
relations and communications research. Harris possesses expertise in a wide
range of industries including health care, technology, public affairs, energy,
telecommunications, financial services, insurance, media, retail, restaurant,
and consumer package goods. Additionally, Harris has a portfolio of syndicated
offerings that complement our custom solutions while maximizing our client's
research investment. Serving clients in more than 215 countries and
territories through our North American and European offices and a network of
global partners, Harris specializes in delivering research solutions that help
us - and our clients - stay ahead of what's next. For more information, please
Contact: Jeff Krakoff, Senior Director, Burson-Marsteller, 412-394-6653
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