Six Ways to Get Customers to Buy Green
Customers will pay up to 5 to 10 per cent more
for responsible products or services if function and quality remain the same.
In one study, consumers were willing to pay 16 per cent more per pound
for Fair Trade Certified beans.
Customers will pay more for utilitarian products
like toilet paper if 10 per cent of the purchase price goes to a cause rather than 5 per cent.
In the same study, customers were more willing to pay for products that donated high amounts to unrelated causes
than for products that donated high amounts to expected causes.
In a study of ethical consumption, people were more than twice as likely
to choose Fair Trade teas when the marketing made them feel good about the ethical product rather than guilty about the unethical product.
In a study from Ottawa’s Telfer School of Management, customers demanded discounts
for green products with perceived safety or functional issues, like re-treaded tires or cell phones.
Researcher Carlos Torelli of the University of Minnesota and colleagues found participants evaluated luxury brands like Rolex less favourably
in CSR conditions.