Monthly Consumer Confidence Index Shows Modest Boost for Green Products

Monthly Consumer Confidence Index Shows Modest Boost for Green Products

A monthly index measuring consumer attitudes found that interest in green products improved modestly last month, although the uptick could be due more to purchases in the last six months, rather than those that are planned.

The Green Confidence Index (GCI) from GreenBiz.com, Earthsense and Survey Sampling International also revealed that Americans are more likely to believe business should support -- not fight -- regulations that rein in greenhouse gas emissions, even if it means prices could increase.

The GCI is a monthly snapshot of American attitudes in three areas: purchasing, awareness and information, and how leaders and institutions are addressing green issues. In November it stood at 103.2, a 3.2 percent improvement since GCI’s launch in July. The Purchasing Index spanning past and planned green purchases grew 5 percent in November, compared to the month before.

The latest figures are a “tiptoe” in the right direction, according to Earthsense chief research officer Amy Hebrand. 

“Pent-up demand remains stable, with more consumers intending to buy green products in the future than do so now across consumable products,” Hebard said in a statement today. “That pent-up demand is especially evident among ‘big ticket’ items, where green purchasing is more dependent on price parity with conventional products -- a situation likely to change as credit markets loosen and consumers can take a longer view of expenditures.”

The release of the latest CGI figures comes at a time when world leaders are gathered in Copenhagen in an effort to draft a post 2012 climate change treaty. The results suggest Americans believe, by a 2-1 margin, that businesses should support regulations to reduce greenhouse gas emissions even if prices increased as a result. Just 23 percent feel businesses should resist climate change regulations.



Respondents to the survey also felt there is plenty of room for improvement in how mid-sized companies address environmental responsibility, compared to their small and large counterparts. 

The monthly online CGI survey spans roughly 2,500 Americans over the age of 18. For more information on the subscription-based service, visit GreenConfidenceIndex.com.