Our Eco Pulse™ 2013 research tells us that most American consumers feel a strong attraction to the idea of natural cleaning products. But when faced with a purchase decision, they are primarily swayed by efficacy – does it really work?
While they’re definitely looking at greener options (somewhat longingly) at shelf, they “chicken out” at the last minute, shrug their shoulders and pick up the same product they always buy, knowing (from past experience) that it will, indeed, get that stain out.
We see, over and over, in our data that green products must be comparable to traditional products in baseline product considerations such as price, brand and efficacy.
Even if shoppers are searching for greener products, most won’t take a chance on greener options unless they are –
- priced competitively,
- made by a trusted brand, and
- perceived to work well or taste good.
Green household cleaner manufacturers who are confident about how well their products work should put a money-back guarantee on their labels to ease consumers into trial.
Free trials and coupons for premium-priced green products can also help nudge consumers over the price hurdle by making trial purchase cost comparable to traditional products.
If buyers have a good first experience with the product, the odds of them choosing it again go up, even if there’s a small price premium attached to future purchases.