Low-Income Consumers More Willing to Pay Premium for Sustainability

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Contrary to the idea that higher-income shoppers are most interested in "green" products fit, a study by Atlanta-based retail design and strategy firm Miller Zell has found that lower-income shoppers are actually driving demand for sustainable product purchases. <br clear="none" /> <br clear="none" /> The study revealed that while income doesn't always indicate a bias toward green products, low-income shoppers are most willing to pay a premium for products marketed as green. Women are also more likely than men to pay more for such items.<br clear="none" /> <br clear="none" /> "Offering green products and executing related promotions could potentially create an additional positive dimension of brand perception&#x2014;which ultimately impacts frequency and purchase behavior," the study noted.<br clear="none" /> <br clear="none" /> The research additionally identifies which channels are most effective at spurring shopper interest in green products, as well as generational differences in eco-friendly purchase behavior. To download a copy of the study results, visit the Miller Zell blog, Inside the Aisle by <a href="http://insidetheaisle.com/mz-research-surveys/" target="_blank">clicking here</a>. <br clear="none" /> <br clear="none" /> --<a href="hhttp://www.progressivegrocer.com/progressivegrocer/index.jsp" target="_blank">Nielsen Business Media</a>