Yankelovich: Consumers Unwilling to Pay Extra for Green Products

Despite growing interest in the environmental issues consumers are generally becoming less willing to pay higher prices for so-called green products, according to the market research firm Yankelovich Inc.

Concern about the environment is primarily increasing among consumers in two age groups, individuals 16 to 29 and individuals 30 to 43 years old.

However, among all consumers the environment is apparently less of a concern. Only 49% of consumers indicated they feel environmental problems are severe. Only 41% express high levels of personal concern about environment, according to Yankelovich.

“Consumers will be pushing for stricter government and institution green policies and choosing brands based on green considerations. At the same time, they are becoming less willing to help marketers pay for the greening of their business and products,” said in a statement David Bersoff, executive vice president of at Yankelovich.