Jupiterimages / Creatas / Getty Images Plus
By Marlene Cimons
When Morgan Poor gave birth to her son, she and her husband shopped around for the perfect diaper, hoping to find one that was both effective and environmentally friendly. They tried a few so-called "niche" brands, like Seventh Generation and Honest Company, which tout their green bona fides, but the diapers Poor liked best came from Pampers, a mainstream manufacturer with a line of more environmentally-friendly diapers.
"So, I'd be the anomaly in our research," she said.
An anomaly indeed. Poor, an assistant professor of marketing at San Diego University, and her research colleagues, Stacy Wood and Stefanie Robinson from North Carolina State University, were curious to know how consumers respond to green products sold by mainstream brands. They largely turned out to be the opposite of Poor.
The researchers found that shoppers shunned green products produced by mainstream brands, believing them to be less effective than their regular non-green products. In other words, if parents were set on buying Pampers, they were going to buy regular Pampers. On the other hand, consumers adamant about buying strictly green products went for the niche brands, like Seventh Generation. Their work appears in the Journal of Advertising Research.
The fact that parents would prefer standard-issue Huggies, as opposed to the green version, may reflect years of Madison Avenue ad copy promoting the wonders of chemistry. "What makes a product 'green' is often that it has more natural, earth-friendly ingredients or materials," Poor said. "Over the decades, marketers have been selling us on the effectiveness of chemicals, so I believe the perception or misperception is actually due to this conditioning."
The target audience for diapers.
At the same time, the study also suggests that there still are many shoppers — increasingly aware of the dangers of climate change and pollution — who want to buy greener products.
"It's wonderful that consumers are starting to care about and demand that companies develop and sell more environmentally-friendly products," Poor said. "If we want the mainstream brands to continue to do this though, it's important that they understand how to enter the space successfully. Our research suggests that the best strategy for these mainstream brands may be to avoid too loudly showcasing the green quality of their product lines and instead let that be a bonus that consumers learn about post-purchase."
Sonya Grier, professor of marketing at American University's Kogod School of Business, who did not take part in this study, agreed that big companies should tamp down the green branding, at least at first.
"Often, green products will lead up with the focus on sustainability and that it is green, but that says nothing about the effectiveness of the product, which is what people really want," she said. "It's like saying buy my food because it's sustainable, without saying anything about the taste."
Planet laundry detergent is marketed to consumers who worry about the environment.
To conduct their study, the researchers surveyed 565 consumers nationwide, asking them about three home pesticide brands currently on the market. These included a standard pesticide from a mainstream brand, a green product from a mainstream brand, and a totally green niche competitor. The results also showed that consumers geared toward buying green preferred the niche brand over the mainstream brand with the environmentally-friendly features. The brands were not identified in the study.
Another factor to take into account is price, the scientists said. Green products often cost more than mainstream products, so "it may not always be feasible to buy everything green that consumers may ideally want," Robinson said.
Poor pointed out, however, that many people also believe that "higher price equates to higher quality, so in that regard, one would think that higher priced green products might be perceived as more effective," Poor said.
For Poor and her husband, moving to California — and then having a baby — prompted them to make a more concerted effort to go green. "It seems like you see organic, sustainable and environmentally-friendly products being talked about a lot more here," she said.
"They also seem to be more easily accessible," she added. "Then, when my husband and I began talking about starting a family, we made a major move to clean up the products we were using, including cleaning supplies, beauty products, and even our pest services."
Poor says that in her experience, green products tend to work just as well as the standard non-green mainstream equivalents — which means manufacturers could have an opportunity to improve their bottom lines and the environment by fine-tuning how they present green products to consumers.
Reposted with permission from our media associate Nexus Media.
- Thom Yorke of Radiohead Releases Song With Greenpeace to Help ... ›
- Patti Smith, Thom Yorke, Flea and More Featured on Just Released ... ›
- Musicians and Activists Unite at 'Pathway to Paris' - EcoWatch ›
EcoWatch Daily Newsletter
A national park in Thailand has come up with an innovative way to make sure guests clean up their own trash: mail it back to them.
- Supermarkets in Thailand and Vietnam Swap Plastic Packaging for ... ›
- Malaysia Sends Plastic Waste Back to 13 Wealthy Countries, Says It ... ›
- Thailand Begins the New Year With Plastic Bag Ban - EcoWatch ›
- Coronavirus Worsens Thailand's Plastic Waste Crisis - EcoWatch ›
- Marium, Thailand's Beloved Baby Dugong, Is the Latest Victim of ... ›
By Ilana Cohen
Four years ago, Jacob Abel cast his first presidential vote for Donald Trump. As a young conservative from Concord, North Carolina, the choice felt natural.
But this November, he plans to cast a "protest vote" for a write-in candidate or abstain from casting a ballot for president. A determining factor in his 180-degree turn? Climate change.
Fractures Among Young Climate Conservatives<p>While young conservatives have united around the urgency of climate change, they remain divided over how to bring their concerns to the ballot box. Some embrace right-wing <a href="https://www.washingtonpost.com/politics/biden-attacks-republican-convention/2020/08/24/434e5b46-e66d-11ea-970a-64c73a1c2392_story.html" target="_blank">attacks</a> painting Biden as a "tool of the left" and find his climate agenda "radical." Others can't find a way to justify voting for Trump, even if it means breaking with their party.</p><p>Patrick Mann from Orange County, California, voted for Trump in 2016. But today, he's leading Aggies for Joe at Texas A&M University and is co-founder of Texas Students for Biden. </p><p>Mann grew up watching wildfires ravage his home state, nearly forcing his family to evacuate in 2017. The GOP is failing to "meet the moment" for climate action, Mann said. He's hoping Biden will deliver on a promise to "<a href="https://www.desmoinesregister.com/story/opinion/columnists/caucus/2020/01/06/joe-biden-democrat-president-iowa-caucus-restore-soul-our-nation/2806422001/" target="_blank">restore the soul of our nation</a>." </p><p>Taylor Walker from Pensacola, Florida, is also determined to make her voice heard on climate, including by casting her first-ever vote for president—but not for Biden.</p>
A False Equivalency<p>Young climate conservatives may fear climate denial and delayed climate action, but more than that, they fear the growing political momentum around the Green New Deal, the massive spending it entails and <a href="https://joebiden.com/climate-plan/" target="_blank">Biden's citing of it</a> as a "crucial framing for meeting the climate challenges we face."</p><p>Many don't want to split with their party to support a Democrat whose <a href="https://www.npr.org/2019/09/03/757220130/joe-biden-on-bipartisanship-gun-control-and-regrets-over-inaction-after-a-traged" target="_blank">allegedly bipartisan intentions</a> they doubt. If stymieing what they consider a radical green agenda means re-electing a climate change denying president, so be it. </p><p>"I'm scared of climate change, but I'm also scared of the Green New Deal and what it means for America," said Ben Mutolo, a republicEN spokesperson and junior at SUNY College of Environmental Science and Forestry. </p><p>Mutolo felt encouraged by former Ohio Governor John Kasich's <a href="https://www.rollcall.com/2020/08/17/kasich-speech-to-democratic-convention-follows-years-of-building-conservative-credentials/" target="_blank" rel="noopener noreferrer">appearance</a> at the Democratic National Convention, but he still struggles to see himself voting for Biden. Though the candidate paints himself as a <a href="https://www.latimes.com/politics/story/2020-08-12/harris-biden-different-generation-similar-political-instinct" target="_blank" rel="noopener noreferrer">centrist,</a> Mutolo believes he's "cozying up to the ultra-progressive left." </p><p>Mutolo, who wants to see market-based climate solutions like a carbon tax, feels torn between a candidate whose climate plan relies on taking an "<a href="https://joebiden.com/environmental-justice-plan/#" target="_blank" rel="noopener noreferrer">All-of-Government approach</a>," and one with no efforts to reign in global warming at all. <span></span></p><p>Leiserowitz said he appreciated how a conservative might feel Biden's climate plan "doesn't jive with their limited government, free-market approach."</p><p>But he sees a strong distinction between voting for a presidential candidate with a <a href="https://www.nytimes.com/2020/07/14/us/politics/biden-climate-plan.html" target="_blank">$2 trillion climate plan</a> that includes large renewable energy investments, which have <a href="https://climatecommunication.yale.edu/publications/politics-global-warming-april-2020/" target="_blank" rel="noopener noreferrer">bipartisan support</a>, and a candidate trying "to take the country in the opposite direction, towards more fossil fuels."</p>
- 7 Republicans Joined Senate Democrats in Vote to Fight Climate ... ›
- Climate Change Acknowledged by Increasing Number of ... ›
The World Health Organization (WHO) announced Monday that 64 high-income nations have joined an effort to distribute a COVID-19 vaccine fairly, prioritizing the most vulnerable citizens, as Science reported. The program is called the COVID-19 Vaccines Global Access Facility, or Covax, and it is a joint effort led by the WHO, the Coalition for Epidemic Preparedness Innovations (CEPI) and Gavi, the Vaccine Alliance.
- Trump Denies CDC Director's 2021 Timeline for Coronavirus Vaccine ›
- CDC Tells States to Prepare for a Vaccine Before November Election ›
- Fauci Warns Pre-Pandemic Normalcy Not Likely Until Late 2021 ... ›
By Gloria Oladipo
In the face of dangerous heat waves this summer, Americans have taken shelter in air conditioned cooling centers. Normally, that would be a wise choice, but during a pandemic, indoor shelters present new risks. The same air conditioning systems that keep us cool recirculate air around us, potentially spreading the coronavirus.