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U.S. Homeowners Want Universal Standards for Green Products
Nov 25, 2008
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More than 90% of U.S. homeowners would like to see universal standards for green products and only 8% usually accept unsubstantiated green product claims to be true, according to a survey by Ipsos Public Affairs for Icynene.

The survey found that, while 77% of homeowners consider the green merits of products when making purchase decisions, only 7% look at green or environmental qualities alone. The findings suggest that a company's environmental track record might mean more to homeowners than green product qualities when choosing and recommending products:

∙69% of homeowners agree they would buy a competing product from a company they believe to be more green
∙64% of homeowners agree they'd always consider buying from a green company first
∙nearly half of homeowners (43%) agree they'd recommend to someone else not to buy products from a non-green company
∙36% agree they would not buy products from a company they consider not to be green

"Homeowners clearly want standards for green products so that they can feel more confident they will deliver on their green promises," says Sean Simpson, research manager for Ipsos Public Affairs, "but they also seem to be rewarding or penalizing companies for their environmental performance."

The poll also found that women are more receptive to green product names than men and respondents in the Northeast are more likely than those in the Midwest to reward or penalize companies for their
environmental track record:

∙Women (47%) are far more likely than men (35%) to agree that having "eco" or "green" in a product name would convince them that it is truly green

∙Men (27%) are more likely than women (19%) to agree that how green a product or material is has absolutely no impact on their purchase decisions.

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