CHAPEL HILL, N.C.–Consumers are becoming more environmentally conscious in their purchases, and they’re willing to pay more in order to own the greener product, according to the Sustainable Furnishings Council’s fifth annual consumer research study. But the report also shows that retailers and manufacturers need to educate consumers about sustainable home furnishings.
“The need for greater awareness about the importance of ‘living green’ is among the top takeaways from this year’s study,” said Susan Inglis, executive director of the Sustainable Furnishings Council. “Our report shows the consumer is more aware about sustainability, especially as it pertains to energy savings and reclaimed materials, but the need for home furnishings retailers and manufacturers to do more is clear-cut.”
Forty-nine percent of this year’s respondents said they were “definitely interested” or “very interested” in buying green home furnishings, if the style and cost was about the same as other options. Meanwhile, 46 percent of respondents cited “lack of awareness” as the reason why they have not purchased green home furnishings.
The survey, conducted this past spring, polled 460 consumers, 72.5 percent of which were between the ages of 25 and 54. Sixty-two percent of the survey respondents reported an annual household income of $50,000 to $150,000.