The results of a newly released survey commissioned by SCA and conducted by Harris Interactive® show that at a time when consumer spending has dropped in many categories, Americans are willing to pay 17 to 19 percent more for environmentally friendly products and services.

“The results of this study demonstrate that American consumer interest in the environment is more than just lip service or a passing inclination,” said Don Lewis, SCA Tissue North America President.

“Consumers also showed a high level of knowledge about what constitutes green business products and a desire to support those businesses that practice environmental stewardship æ a fact that carries important implications for our industry,” Lewis added.

Nearly half of those surveyed (48 percent) said they make an effort to support businesses that use green products and/or environmentally friendly practices.

The survey also found that consumers have a surprisingly high ability to identify the elements that make a restroom green.
• energy-efficient light fixtures, identified by 85 percent
• low-flow toilets, 79 percent
• toilet paper/tissue made of recycled materials, 78 percent
• hands-free water faucets/soap dispensers with sensors, 67 percent
• hands-free towel dispensers with sensors, 48 percent

Overall, 47 percent of those surveyed said they are willing to pay more for environmentally friendly products. Specifically:
• 64 percent said they would be willing to pay more for a hybrid car.
• 63 percent indicated they would spend more for organic, fair trade, or locally sourced food.
• 62 percent said they would dig deeper into their wallets for greenorganic cleaning supplies.
• 57 percent of those surveyed said they would pay the additional costs for products made from recycled materials.

Respondents said they were willing to spend an average of 17-19 percent more for each of these green products.

The study was conducted April 10-14, 2008, via a six-question online omnibus poll interviewing a nationwide sample of 2,511 U.S. adults aged 18 years and over. Data was weighted to generate a representative sample of the total U.S. adult population by age, gender and region.