Consumer survey finally provides positive green news
Furniture Today Staff -- Furniture Today, December 19, 2011
This week we wrap up our three-part look at marketing challenges - and opportunities - in the eco-friendly bedding arena. The challenges were clearly spelled out in the two previous features. This week we offer a reward for those who want to capitalize on green bedding components.
While we have established that most consumers aren't aware of green bedding options and don't believe they are important to them in choosing one mattress over another, we have also unearthed data that suggests opportunities for green marketers.
We asked consumers who value eco-friendly materials how much more they would spend on a mattress if it used eco-friendly materials, and were surprised to see that a significant number of consumers would pay at least a modest premium. Specifically, 66% of respondents who say eco-friendly materials are important would pay $100 or more, and a healthy 28% of consumers would pay a hefty premium of $500 or more. Considering the number of $599 sleep sets sold these days, that would be a big boost.
Only 6% of the consumers responding to our survey who say eco-friendly materials are important would pay nothing more for a bed using eco-friendly materials. The rest would pay some sort of premium for those materials. That all adds up to some serious incremental increases in mattress sale tickets.
With this latest batch of survey results, we see that some consumers do place a significant value on eco-friendly materials.
Green dollars |
How much more would you spend on an eco-friendly mattress? |
Responses from consumers who say eco-friendly materials are important |
 |
Source: Furniture/Today and HGTV Mattress Survey, 2010 |
-
Green marketing opportunities?
Dec 2, 2011
Merinos Home Furnishings opening display room, Boyles addition
‘Mega vessels' likely to boost capacity, stabilize freight rates
HOM Furniture adds flooring to six Twin Cities stores
Dan Masters joins Furniture Brands as VP, business development
21 companies from Turkey, Taiwan and China to exhibit at Showtime
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
