Despite a poor economy, consumers are buying more eco-friendly products than ever. A study by the Boston Consulting Group of 9,000 adults across nine countries shows that 34 percent of consumers in 2008 “systematically” looked for and purchased green products, up from 32 percent in 2007. Even more surprising: 24 percent said that paying a higher price (within reason) was acceptable—4 percent more than the year prior. Although individuals are cutting back on expensive items such as hybrid cars, they are still spending on organic foods and LED lights. Survey respondents said lack of availability, not money, most often kept them from buying green products.
This article was originally published with the title "No Recession for Green" in SA Special Editions 19, 1s, 6 (March 2009)