Port Washington, NY, October 4, 2007 – According to a new report from The NPD Group, Inc., leading provider of consumer and retail information, nearly two-thirds (64%) of consumers surveyed believe it is important to purchase environmentally-friendly products for their homes. Additionally, the report shows purchasing "green-related" home products becomes more important to consumers as they get older.
NPD found purchasing environmentally-friendly home products to be most important to consumers over age 55. Major appliances were seen as one of the leading, most important eco-friendly products by those consumers, as well as by consumers in all age groups. Interestingly, all consumers, especially those over age 55 were most concerned about home insulation. According to NPD Retail Tracking Service, unit sales of Energy Star appliances have increased 9 percent in the twelve months ending August this year, compared to the same time two years ago.
| Age Groups | Home Insulation | Major Appliances | Home Lighting | Home Paint |
| 18-34 years | 63% | 62% | 57% | 50% |
| 35-44 years | 70% | 67% | 59% | 59% |
| 45-54 years | 77% | 74% | 64% | 62% |
| 55+ | 82% | 79% | 68% | 67% |
"The information in the report is somewhat contrary to the belief that it's the younger generation who is more concerned about going 'green.' It may be that the older generation is now looking to leave the planet in better shape for their children and grandchildren," said Mark Delaney, director, home improvement.
Will Consumers Pay More to Help Save the Planet?
Additionally, the research shows that while consumers are willing to join the "green" crusade, price is an important factor in their purchase decisions. Thirty-eight percent of consumers say they are willing to pay more for environmentally-friendly products.
What about the other 62 percent? Respondents tell NPD they want to purchase "green" products, but are unwilling to pay substantially more for them, especially in the current economic climate. NPD also found respondents have a "healthy skepticism" around products claiming to be "green."
"The issue here is education. Manufacturers and retailers need to take the time to educate the consumer on the benefits and long-term savings of eco-friendly products, only then will these consumers become less skeptical and feel more confident about purchasing 'green' today," concluded Delaney.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, visit www.npd.com.