Survey: Economy takes toll on green purchases
Heath E. Combs -- Furniture Today, January 10, 2011
CHAPEL HILL, N.C. — A tough economy is having a noticeable effect on eco-friendly furnishings purchases, according to the Sustainable Furnishings Council's 2010 Green Home Furnishings Consumer Study.
The study, conducted by the council and sponsored by the World Market Center in Las Vegas, is the SFC's third annual report assessing consumer awareness, behavior and interest in sustainable furnishings.
In a summary of key findings, the SFC said that concerns about the economy are making consumers less likely to spend more on sustainable furnishings. It added that compared with previous studies, it was tougher to find respondents who had spent at least $500 on home furnishings in the past year.
"There is a little bit of a sense of financial exhaustion," said SFC President Jeff Hiller. "Anything that had anything to do with pricing, price expectation, how much more are you willing to pay, all of those measures came down."
The survey showed that while in the past consumers have been willing to pay about 10% more for green items, that number is shifting to about 5%, underscoring how shoppers are more price-sensitive.
It indicated consumers are less home-involved and more apprehensive about spending.
The survey also showed that while many consumers are taking action on sustainability issues, from recycling at home to switching to CFL light bulbs, and that more than half have purchased green products, only 4% of consumers have purchased green home furnishings.
The main obstacles to increasing such purchases are lack of awareness and availability of products, which could suggest a problem with supply and marketing, rather than concept or product dissatisfaction, the survey indicated.
Hiller said that for furniture, the industry hasn't done well in defining what it means to be green.
"If it's an efficient light bulb, it saves electricity. In copier paper, it's recycled content.... There is a very clear understanding from consumer perception that they know what it means in these categories," Hiller said.
"In our category, I don't think they have a clue. They guess that they know but there's no consensus and I think it's that we haven't defined it for them. "
The survey suggests that health and wellness or safety claims are most compelling to consumers, and indicated that "environmentally safe" is the preferred term for green products.
The SFC, meanwhile, continues to see growth in its membership. The organization has about 360 members and has been adding about 12 to 15 new members a month, Hiller said. Its GreenLeaders education and certified training program has about 450 graduates and will soon launch a recertification process for those who have passed the course.
Hiller will present the full results at this month's Las Vegas Market in a seminar at 10 a.m. Jan. 25 in space C-336. Complete results of the survey can be purchased for $49 by contacting SFC Executive Director Susan Inglis at susan@sustainablefurnishings.org.
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