Children Act as ‘Green’ Police
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GRANTS PASS, Ore. — People want to be more environmentally sensitive when they go to the store, especially if their children are along to nag them, marketing surveys show.
In a telephone survey of 1,006 adults last October, 70% told the Hartman Environmental Report that their environmental concern had increased in the past two years. And 67% said their environmental activities had increased.
The number of people who said they would switch brands to get a recyclable container went from 54% in 1988 to 80% in 1990. But only 50% said they actually bought more environmental products.
In another telephone survey, this one of 1,000 adults conducted last December, Environmental Research Associates of Princeton, N.J., found that a third of all parents made a purchasing decision based on something their children had said about the environment.
The Hartman report, by the Hartman Group of Newport Beach, Calif., said the typical “green” buyer is a well-educated woman with children.
The report said 520 green products were introduced in 1990, accounting for 9% of all new products, compared with 262 products, or 4.5%, in 1989.
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