Mountain View, Calif.-based online marker research provider Crowd Science came up with its latest Just Ask! opinion survey, which gives out interesting facts about people’s green behavior as well as the factors that shape them. The survey was conducted from Oct. 20 to 27, and gathered information from a random sample of 1,353 online visitors across the Crowd Science network of sites.
In a press release, Just Ask! -- Crowd Science's online research program -- discussed in details the findings of its survey.
To begin with, the survey establishes a link between female and education, and being pro-green. The survey clearly reveals that, when it comes to green shopping, there is a huge difference in the attitude of men and women.
The findings of the survey reveal that men are nearly twice as likely to believe that shopping “green” makes no difference. According to the study, 19 percent of men, compared to 10 percent of women, subscribe to this view.
Another interesting finding is older people are more skeptical about green movement than their younger counterparts. According to the study, those over the age of 55 are much more likely than those younger (25 percent vs. 13 percent) to hold this same belief.
In a nutshell:
- 16 percent don't believe shopping green makes a difference;
- 13 percent think the green movement is a marketing ploy;
- 13 percent don't believe it makes a difference if a company is green.
The study further said that men are also much less likely to check that their purchases come from “ethical” companies than women (30 percent vs. 42 percent) and twice as likely to believe that the green movement is just a marketing ploy (16 percent vs. 8 percent).
Interestingly, the survey reveals that education plays a key role in understanding green behavior, as 21 percent of those with a post-graduate education will pay substantially more for green products as opposed to 12 percent of those with a basic undergraduate background or less.
In the release, Crowd Science’s vice president of research, Sandra Marshall, noted, “We're seeing an interesting gap in what we call 'green shopitudes' when you consider gender, age, and education. Women and younger age groups appear to be more eco-centric when it comes to shopping practices.
Last month Crowd Science announced its plan to launch nine online marketing research tools for free. The new series, Free Market Research Tools, is aimed specifically at small-to-medium websites, blogs and other small web properties that want to better understand their visitors. The first two applets launching today, called WHO and SAT, provide detailed profiles of the audiences visiting their site, and how satisfied they are with the experience.
Madhubanti Rudra is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.Edited by
Tammy Wolf
