SFC says new name reflects broad membership
Survey indicates growing market for green products
Heath Combs -- Furniture Today, August 27, 2008
CHAPEL HILL, N.C. - The Sustainable Furniture Council has announced it will change its name to the Sustainable Furnishings Council better to reflect the diversity of its membership.
The group, which offers standards for product sustainability, represents suppliers, manufacturers, importers, retailers and designers. Its membership is approaching 300 and represents several facets of the furnishings industry, the group said in a press release.
"As the organization has evolved, we have attracted many members outside of traditional furniture lines who are eager for the services and recognition that we can provide," said SFC Executive Director Susan Inglis.
She said the group also has completed a consumer study on green issues surveying 300 female consumers who have spent at least $500 on furniture recently. Inglis said the group plans to revise and update the report on an ongoing basis.
Some of the findings:
* Many consumers are planning to reduce spending on furniture in the next year.
* Consumers say that considerations of long-lasting quality and fair price are significant purchase motivations, about equal to style.
* About half report that they are "very interested" in global warming and have started doing what they can, with the No. 1 action being to buy green products in a variety of categories.
* Few have bought green home furnishings because they are unaware of what's available, or don't believe stores carry any green products. A significant number would be interested in buying eco-friendly furniture if they liked the style and cost.
* At least 30% of consumers said they would buy green home furnishings if it were available.
The study suggests that there is a market for green home furnishings that will continue to grow over time, the SFC said. Style, quality, and pricing remain the main drivers for purchases.
"Consumers are there. It's now up to manufacturers and retailers to deliver acceptable choices," said Jeff Hiller, marketing chair for the SFC and owner of PROaction Marketing Group, in the press release.
The study is available by subscription at $50 for SFC members and $100 for non-members by contacting Inglis at susan@sfcgreen.org.
