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Buying green is going mainstream
Wal-Mart consumer behavior shows trend
BENTONVILLE, Ark. -- On the eve of celebrating Earth Day, Wal-Mart issues new consumer research that shows shoppers are considering the environment before making a purchase. The retailer announced an adoption rate increase of 66 percent from last year in its sustainability Live Better Index, which has been tracking consumers' decisions to purchase five key eco-friendly products since April 2007. This growth in the sustainability index shows that concern for the environment has a growing presence in shopping baskets of the retailer's 200 million annual customers.
The sustainability Live Better Index follows the adoption rates -- sales compared to other products in the category -- of five eco-friendly products based on Wal-Mart sales data. The overall adoption rate of these products serves as a nationwide trend indicator of consumer demand for 'green' products. These products were selected because consumers can make a conscious decision to purchase them for their environmental and cost-saving benefits versus other products in the same category.
"When the sustainability Live Better Index was established, we wanted to help Americans understand that environmental choices were accessible and affordable for everyone," said Stephen Quinn, chief marketing officer at Wal- Mart. "The fact that product adoption has increased dramatically in one year shows that the decisions our customers make in the aisles coupled with Wal- Mart's commitment to providing more eco-friendly choices at the best value is helping consumers and the planet live better together."
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