Survey: Low-income shoppers amenable to sustainability premiums
Atlanta A study released Friday by retail consulting firm Miller Zell found that low-income shoppers are more willing to pay a premium for sustainability than their higher-earning counterparts.
Results of the “Green Scene” survey showed that while income does not always indicate a propensity to pay more for green products, low-income shoppers are most willing to pay a premium for products marketed as green.
Women are also more likely than men to pay a premium for similar products, the study found. And, despite a demonstrated interest from consumers, retailers and manufacturers are missing the mark in promoting and providing information on green products.