According to a new survey, 75 percent of American adults reported purchasing green products and services. This represents a slight decrease in purchasing from last year, when 78 percent of Americans reported green purchases. Though the overall percentage of individuals making green purchases has decreased slightly, Millennials were consistent year-over-year. Notably, Millennials, age 18-34, who purchase green products and services are significantly more likely (27 percent) to have increased the number of green products and services they buy compared to adults ages 35-44 (18 percent) and adults ages 45-plus (15 percent).
Though cost may impact purchasing decisions, the survey results show many consumers are committed to pay more for sustainable services and products if needed. In the U.S., 40 percent of adults are willing to pay more for products if ethical and responsible manufacturing practices are guaranteed. Millennial adults aged 18-34 are significantly more likely (56 percent) to pay more than older consumers aged 35-plus (34 percent).