Survey: Low-income shoppers amenable to sustainability premiums

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Atlanta A study released Friday by retail consulting firm Miller Zell found that low-income shoppers are more willing to pay a premium for sustainability than their higher-earning counterparts.

Results of the “Green Scene” survey showed that while income does not always indicate a propensity to pay more for 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 a premium for similar products, the study found. And, despite a demonstrated interest from consumers, retailers and manufacturers are missing the mark in promoting and providing information on green products.

To download a copy of the study results, visit the Miller Zell blog, “Inside the Aisle.”

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