Millennials are emerging as some of the most committed purchasers of sustainable products and services according to an annual survey on consumer green purchasing behaviors and attitudes in the United States sponsored by SCA, the maker of the Tork brand of away-from-home hygiene. According to the survey, 75% of American adults reported purchasing green products/services this year.
The figure represents a slight decrease in purchasing from last year, when 78% of Americans reported green purchases, SCA observed. However, although the overall percentage of individuals making green purchases has decreased slightly, Millennials were consistent in their buying year-over-year, the company noted. Millennials, age 18 to 34, who purchase green products/services are significantly more likely, at 27%, to have increased the number of green products and services they buy compared to adults ages 35 to 44, at 18%, and adults ages 45 and over, at 15%.
Although cost may effect green purchasing decisions, the survey results demonstrated that many consumers would pay more for sustainable services and products if needed, SCA maintained. In the United States, 40% of adults surveyed stated that they would be willing to pay more for products if ethical and responsible manufacturing practices are guaranteed. Millennial adults aged 18 to 34 are significantly more likely, at 56%, to pay more than older consumers aged 35 and older, at 34%, the company added.
“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 announcing the study results. “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.”