Cheaper Still Beats Eco-Friendly

While a recent study by Green Up Street, LLC focuses on product packaging, it confirms that cheaper still beats eco-friendly when it comes to consumer products.

The study, conducted for a national cereal brand, presented consumers with two cereal boxes – the company’s current cereal box with no eco-friendly claims and a cereal box made with sugarcane bagasse that featured eco-friendly packaging claims. When told the price and the cereal in the box were identical, one in six consumers expressed purchasing preferences for the eco-friendly box.

However, when the same consumers were told the cereal was the same but the price was 10 percent higher for the eco-friendly packaging, 2 to 1 chose the cheaper box that was not environmentally friendly.

The bottom line: Consumer attitudes are not changing. Cheaper still beats eco-friendlier. And we are talking females ages 25-45! They want to save the environment, but they prefer to save their household budgets.

For more information on the study, click here.

Jennifer Manocchio

After starting her career with Edelman in Chicago, Jennifer joined Sweeney and quickly established herself as an exceptional industry innovator. In 2004, she opened Sweeney’s first full-service office outside of Cleveland and quickly rose through the ranks to become agency president. Jen leads by example and without fear. She has been critical to agency growth throughout the past decade and continues to lead the agency into the future.