Who's buying Green?

   Everybody. Well, not everybody…but a new survey conducted by Miller Zell, Inc. indicates 50% of shoppers of all ages and income brackets, both men and women, are willing to pay more for green labeled household products.
   A whopping 79% of shoppers are more likely to pay a premium for green in grocery stores. Younger shoppers, known as Gen Y or the Millennial Generation (roughly shoppers 20 to 30 years old), are more willing to pay a 10% price increase for green products than their elders who are more likely to have higher incomes. But those in higher income brackets who are committed to buying green are more likely to pay up to 28% more for green products.
   Gender is also a factor. Women are more likely to pay a higher premium for green.
   Green purchases are most likely at grocery stores, followed closely by mass merchandisers. There is a considerable drop off for drug store, convenience store, department store, electronics, and specialty apparel products.
   Green shoppers are not happy with the information available on so called green products. They want assurances that they are getting what they are paying for. It sounds as though greenwashing may become a thing of the past as savvy shoppers hold out for the real deal.