- Feb 13, 2005
- Reaction score
- Wildwood New Jersey
http://www.marketingcharts.com/topics/behavioral-marketing/confused-teens-choose-less-expensive-over-green-8820/Though conventional wisdom suggests that the Millennial generation (ages 13-29) is leading the charge to make Earth a better place, a survey from Generate Insight finds that despite being the most environmentally educated, younger members of this generation are not taking action on what they know because they are often confused about green products
Despite this high level of knowledge and upbeat, positive association with being environmentally conscious, Millennials report they do not always put their knowledge to use because of the high cost of environmentally friendly products,
71% of teens (ages 13-17) surveyed say if they had to choose between a less expensive product or one that “gave back” to the environment, they would choose the less expensive product
Interestingly, the majority of Millennials surveyed found it confusing as to why products that are better for the environment are more expensive.
The study also found several other deterrents to Millennials living greener lives. These include products that require too much effort, are too time consuming and are not convenient; products that are confusing and difficult to understand,
The top three biggest hurdles this generation faces when embracing the green movement are cost (41%), proof that they’re making a difference (24%), and ease of use ( 12%).