green good housekeeping seal research_3

ON-LINE STUDY • In July 2015 GH conducted a study on

consumer perception and awareness of the Green GH Seal

• 1,135 readers and non-readers completed the survey

• The Green GH Seal was officially introduced in October 2009

Source: GGHS Study, Fairfield Research, July 2015 GOOD HOUSEKEEPING 2

% female 95%

% male 5%

18-34 17%

35-54 45%

55+ 38%

GOOD HOUSEKEEPING

Source: GGHS Study, Fairfield Research, July 2015

RESPONDENTS

3

80% of consumers are concerned with purchasing products with green attributes, but only 58% trust environmentally friendly claims.

GOOD HOUSEKEEPING


4

would be willing to switch from their current product to a green product if they thought it would work as well.

96%

GOOD HOUSEKEEPING Source: GGHS Study, Fairfield Research, July 2015 5

SYMBOL OF REASSURANCE

86% of consumers would feel more comfortable buying a product they were unfamiliar with if it had the Good Housekeeping Seal

CREDENTIALS COUNT

75% of consumers would feel more comfortable buying a product they were unfamiliar with if it had a seal, stamp or endorsement

GOOD HOUSEKEEPING


Products with the Green GH Seal

WHY IS IT REASSURING?

Have received a stamp of approval/endorsement from GH

Have been tested

Will perform as promised

Are more environmentally responsible

Are superior

Are backed by a limited warranty

83%

66%

50% 48%

29%

24%

GOOD HOUSEKEEPING


7

When choosing between two brands similar in price and features, 90% of consumers are more inclined to buy a product with the Green Good Housekeeping Seal


TOP-RANKED CONSUMER EMBLEM

Tremendous Influence/Great Deal of Influence Some Influence

GOOD HOUSEKEEPING


9

72%

92%

20%

65%

22%

51%

25%

39%

28%

33%

28%

29%

27%

27%

28%

21%

30%

16%

23%

23%

26%

13%

26%

25%

29%

25%

28%

87%

76%

61%

55% 54% 53% 51% 49%

39% 39%

67%

56%


80%

51%

29%

24% of consumers are willing to pay more for an appliance if it has the Green GH Seal

PURCHASE INFLUENCE

82%

54%

28%

Small Appliances Large Appliances

GOOD HOUSEKEEPING


10

18% of consumers are willing to pay more for a home building product if it has the Green GH Seal

PURCHASE INFLUENCE

Home building

80%

32%

48%

31%

48%

31%

49%

Home decorating & furnishings

Flooring

80% 79%


GOOD HOUSEKEEPING


11

20% of consumers are willing to pay more for an electronic product if it has the Green GH Seal

79%

Consumer electronics

31%

48%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

12

50% of consumers are willing to pay more for a cleaning or household product if it has the Green GH Seal

91%

Cleaning & Household

Housewares

70%

21%

80%

45%

35%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

13

40% of consumers are willing to pay more for a beauty or personal care product if it has the Green GH Seal

85%

Hair care Cosmetics Skin care

60%

25%

80%

52%

28%

85%

56%

29%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

14

40% of consumers are willing to pay more for a beauty or personal care product if it has the Green GH Seal

84%

Oral care

28%

56%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

15

45% of consumers are willing to pay more for a food product if it has the Green GH Seal

87%

Food

25%

62%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

16

purchae inuence 33% of consumers are willing to pay more for an OTC drug or dietary supplement if it has the Green GH Seal

81%

OTC drugs & remedies

Herbal & dietary supplements

28%

53%

82%

25%

57%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

17

29% of consumers are willing to pay more for an infant or childcare product if it has the Green GH Seal

30%

74%

Infant/ childcare supplies

Toys & games

22%

52%

72%

29%

43%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

18

32% of consumers are willing to pay more for a lawn or garden product if it has the Green GH Seal

81%

Pet food & supplies

23%

58%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

19

28% of consumers are willing to pay more for a pet food product if it has the Green GH Seal

84%

Lawn & garden

26%

58%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

20

33%

62%

Apparel

35%

27%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

21

71%

Automotive accessories

31%

40%


GOOD HOUSEKEEPING


PURCHASE INFLUENCE

22

90% of consumers are more likely to trust a product and its advertising if it displayed the Green Good Housekeeping Seal


green good housekeeping seal research_3

Documents