I learned on Treehugger on a new survey of Hearst Magazines subscribers, which has a very green bottom line: many magazine readers care about the environment and are ready to pay more for magazines printed on recycled paper and committed to eco-friendly practices.Net Ives reports on Advertising Age on the survey's results:
- Almost four out of five respondents agreed that everyone should care about being eco-friendly.
- 43% of respondents agreed with the statement "If I learned that a product I regularly use was not eco-friendly, I would stop buying it."
- 43% said they would pay more for a magazine printed on recycled paper
- 39% said they would pay more for a magazine committed to eco-friendly practices.
These are pretty good results, although you see an approximate 50% transition ratio - about 80% think everyone should care about the environment, but only about half of them translate it into action, whether negatively to stop using products that are not eco-friendly, or positively by paying a premium for magazines that go green.
Nevertheless, it is encouraging to see that level of support and willingness to pay a premium for magazines that go green. But how much eco-conscious readers are really willing to pay? I guess that when you break it into numbers (more than $1, less than $1, etc.), you will get better understanding of the value readers see in the usage of recycled paper or using eco-friendly practices.
Can wheat straw replace trees as the source of paper?
Green Options - ReadyMade Magazine Goes Digital in Green Issue
Yours,
Raz @ Eco-Libris
www.ecolibris.net
- 39% said they would pay more for a magazine committed to eco-friendly practices.
These are pretty good results, although you see an approximate 50% transition ratio - about 80% think everyone should care about the environment, but only about half of them translate it into action, whether negatively to stop using products that are not eco-friendly, or positively by paying a premium for magazines that go green.
Nevertheless, it is encouraging to see that level of support and willingness to pay a premium for magazines that go green. But how much eco-conscious readers are really willing to pay? I guess that when you break it into numbers (more than $1, less than $1, etc.), you will get better understanding of the value readers see in the usage of recycled paper or using eco-friendly practices.
You can see it on a 2005 study of American book and magazine readers that found that almost 80% of consumers are willing to pay more for books printed on recycled paper. At the same time "only" 42% were willing to pay $1 more per book according to the survey.
In any case, it is clear that there is a growing number of readers that are willing to show their support for greener books, magazines and newspapers by paying a reasonable premium for these products, just like they pay it for many other green products they purchase.
More related articles:Can wheat straw replace trees as the source of paper?
Green Options - ReadyMade Magazine Goes Digital in Green Issue
Yours,
Raz @ Eco-Libris
www.ecolibris.net
