A recent poll from Maritz Research, which surveyed shoppers ages 18-30, shows that Generation Y shoppers are turning toward green-friendly products. Fifty percent of respondents said environmental messaging influences their shopping behavior. About 46 percent of respondents said they would shop at a retailer more if it were environmentally friendly. Forty-seven percent said they are willing to pay more for environmentally friendly products, services or brands.
Some retailers have taken notice and are already taking part in the green initiative. For example, Wal-Mart recently announced the introduction of its private-label CFL bulbs, which aim to reduce greenhouse emissions. Tesco also revealed that its soon-to-open Fresh & Easy Neighborhood Markets would be built with Leadership in Energy and Environmental Design (LEED) certification.
Companies are doing more to let customers know they are improving store operations as well. Wal-Mart and Tesco have already instated solar-power initiatives in California, and Safeway unveiled a plan to power 23 California stores with solar energy.
Retailers are looking for ways to brand these eco-friendly options as their own. The Home Depot, for instance, upgraded its Eco Options line. And Walgreens, which introduced $10 refills for printer cartridges, recently had a one-day special for free refills. “People feel good about keeping printer cartridges out of landfills,” the company said.
