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Consumer Spending: The realities of “going green”

Posted March 13, 2008

"How many people would continue recycling at home if they had to pay for it to be collected? The reality is that there would be a massive fall-off in numbers. Deep down most consumers’ green efforts would come to a swift end if there was a cost attached, or it became inconvenient." — Glynn Davis

by Glynn Davis

Baltimore – (TFN):  Pick up a paper, turn on the television, visit the cinema or walk into a shop, and the chances are that you will be bombarded with information on the environment, ethical trading, sustainability and the whole carbon family comprising footprints, labelling, emissions and offsets.

Inevitably, some aspects of this barrage of information being thrown into the marketplace by the ‘Green Lobby’ are having an effect on the commercial practices of the retail industry and on the behaviour of shoppers.

The big question is how exactly do these effects manifest themselves? Regardless of what consumers hear or read about the environment there are no doubts that they like the idea of being green. Thus the recycling of home waste goes down well even if it provides them with nothing more than something to talk about down the pub.

But consider:  How many people would continue recycling at home if they had to pay for it to be collected? The reality is that there would be a massive fall-off in numbers. Deep down most consumers’ green efforts would come to a swift end if there was a cost attached, or it became inconvenient.

Another issue with many consumers’ ‘green credentials’ is that there is a divergence between what they claim to do, and their actual behaviour. This is leading to some seriously conflicting results in surveys. Read on to learn the survey results and the effect of "going green" on a company’s bottom line.

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