Can the green consumer single–handedly save the planet?
Date: 15 Jun 2009 A number of recent surveys have confirmed what others had previously stated – that a significant number of green–minded consumers have said that they are willing to pay more for greener products. It sounds like good news. But it’s a red herring. So a significant percentage – more than three–quarters on one count (Orc Guidelines) – have suggested that they would not be put off by higher prices. They want to reward the companies that do good, and punish the ones that do bad. It would certainly make the lives of those of us trying to sell the business case for social responsibility easier. Do the right thing. Sell more. Guaranteed. Most marketers, of course, instinctively know that these kinds of survey are not telling the whole truth. People may say that they would not be dissuaded by higher prices. Partly that’s because it’s what they know is the ‘right thing’ to say. But it’s how they behave that makes the difference. And so far, the active ethical consumer can accoun
