Study: Economy takes toll on green spending

CHICAGO According to new consumer research from Mintel, the number of Americans who say they almost always or regularly buy green products remains unchanged since last year, at 36%. This comes after tripling the previous year (from 12% in 2007 to 36% in 2008, according to Mintel consumer survey data).

Marcia Mogelonsky, Ph. D and senior research analyst at Mintel, explains the shift in green shopping behavior: “People's priorities have changed because of economic hardship. A substantial number of shoppers are now struggling just to provide the basics for their families, so green living is no longer top of mind for many Americans.”

Cost remains an impediment to the green market's growth. Mintel's recent survey found the majority of adults are willing to pay only a little extra for green products. Moreover, over half of respondents (54%) say they would buy more green products but the products are too expensive.