In a recent study by the Grocery Manufacturers Association (GMA) and Deloitte Shoppers in the USA are thinking green, but not always buying that way. The study found that while 54 percent of shoppers indicate that environmental sustainability is a factor in their purchasing decisions, they actually bought green products on just 22 percent of their shopping trips.

The interest in buying green extended across all age, income and education levels, with 95 percent of respondents open to considering sustainable products, and 67 percent of shoppers actively looking for them when buying. Yet only 47 percent actually found green products and just 22 percent actually purchased them.

Prima believes these figure is representative of Australian consumers, particularly in light of greater awareness of Sustainability issues and new government legislation soon coming into play in Australia. There is a real commercial advantage for companies that can demonstrate a level of eco-friendliness, not only because some customers demand it, but also because of the cost savings that are available through a more green approach.

You may download the study report here...