U.S. consumers continue to go green, as 78 percent say they buy green products and services, a steady increase over 69 percent last year, according to the 5th Annual Tork Sustainability Study. The study was conducted by Harris Interactive on behalf of SCA, makers of the Tork brand of away-from-home paper products.
 
Why people are buying green products appears to be shifting, as more consumers say they buy green products because they are better for their health. This year, 20 percent of consumers cited health reasons as why they bought green products, up from 14 percent last year. That percentage increases to 26 percent for adults between 18 and 44 years old. Those who say they buy green products because it’s better for the environment are virtually unchanged, at 47 percent this year, compared to 48 percent last year.

The sustainability survey was conducted online by Harris Interactive in May 2013 among 2,068 U.S. adults aged 18 and over.
 
The study also shows that Americans are split when it comes to paying more for products if they could be guaranteed of ethical and responsible manufacturing practices. According to the survey, 43 percent of Americans said they would pay more, while 44 percent said they would not.
 
The survey found that having children under the age of 18 in the household has a significant impact on consumer decisions. More adults with children in their household (78 percent) say they know how to determine if green claims and statements are true as compared to 72 percent without children. Also, adults with children in the house are significantly more likely to pay more for responsible and ethically sourced products (51 percent) than those without children (39 percent).
 
“People are paying more attention to health when choosing to buy green, and I believe that adults are more aware when children are in the house. It suggests this trend will continue as future consumers are being raised with these values,” said Mike Kapalko, Sustainability Marketing Manager for SCA’s North American away-from-home professional hygiene business. “While this survey shows Americans are split on the idea of paying more for ethically and responsibly manufactured products, a recent USA Today article stated that 9 of 10 Americans will boycott companies that engage in irresponsible business practices. It’s not a matter of paying more, but willingness to pay at all.  Clearly there is a case for companies needing to be green, be good or be gone.”