How are your efforts at going green lately?
A market research firm, Mintel, says the economy is "casting a shadow over green living's glow." Mintel has found that the number of Americans (36 percent) who almost always or regularly buy environmentally friendly products is flat from last year. The number tripled from 2007 to 2008, from 12 percent to 36 percent, according to a news release from Mintel.
The higher price of green goods likely is the culprit. More than half of the consumers in Mintel's survey said they would like to buy green products, but the items are too expensive.
There's further evidence of a slowdown in green buying activity, including a January report in which 52 percent of shoppers said green cleaning products are too expensive, according to Mintel. Also, in October, four in five adults said they would buy more organic foods if the items were cheaper.
"A substantial number of shoppers are now struggling just to provide the basics for their families, so green living is no longer top of mind for many Americans," said Marcia Mogelonsky, a senior research analyst at Mintel, in a news release.
"Today's shopper is looking for value," she added. "Value doesn't mean just low prices, but cost is definitely a factor."
Still, there is an opportunity for growth in green buying activity, though that may be once economic conditions are brighter.
Mintel forecasts 19 percent growth for green products through 2013, with high expectations for environmentally-friendly personal care items and household cleaners.