Pulse Legacy Archive March / April 2013 | Página 44

ASK THE EXPERT

TIMOTHY KENYON

We’ve all heard consumers demand companies to be more
socially responsible, creating products with less waste and free of
ingredients that are toxic both for the body and the environment. Yet, despite consumers’ interest in earth-friendly products,
the question remains: Are today’s consumers willing to pay more
for green products?
Pulse asks GfK’s Director for the Green Gauge Global study,
Timothy Kenyon, to give us the hard facts.
Pulse: What distinct consumer behaviors and
preferences have you seen in different parts of the world,
especially among emerging markets?
Kenyon: Green attitudes and their resulting behaviors vary
widely from country to country and between the developed
and emerging markets. These differences have a direct impact
on how companies should do business around the environment. For example, infrastructure plays a huge role in how
people engage with environmental issues and the types of
products they demand. So, for example, many countries in
the emerging world do not have access to recycling facilities;
for these regions, it will be more important for a product to be
manufactured with minimal or reusable packaging, rather than
recyclable.
P: In which parts of the world are consumers more
willing to pay for green products?
K: Around the world, consumers with more disposable
income than average are generally more likely to pay for green
alternatives. That said, consumers in North America and
Western Europe, where there are higher than average
incomes, tend to be the most critical of expensive pricing.
The marketplace for green products in the developed world is
more mature, and as a result, consumers are more critical.

needs—specifically, how can your product help consumers
save money in the long run, or how is it better for their
health? For instance, despite higher purchase prices, energy
efficient light bulbs have resonated with consumers because
they reduce energy bills. In addition, organic products have
been able to weather the economic downturn because consumers see these products as better for their health.

P: Apart from cost, what were the other identified barriP: With price a major factor, what can green-friendly
companies do to help address the issue of steep price
perception?
K: Focus on the product benefits that fulfill basic consumer
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March/April 2013

ers or challenges in encouraging consumer advocacy
toward green products?
K: Cost is by far the largest barrier, but other roadblocks
include quality, transparency, and access. Many consumers