Kruger report looks at green consumers, and how to help them

A new white paper from Kruger Products examining the green consumer in Canada is now available for download.

The paper, Helping Canadian Households Achieve Their Sustainability Goals, was written by Paulette Padanyi, a professor at the University of Guelph who has spent years studying why consumers buy green products–and why they don’t.

The findings are based on Padanyi’s own expertise, consumer research conducted by Rogers Connect (part of Rogers Media, which owns Canadian Grocer) and an industry round table hosted by Kruger Products and Canadian Grocer this summer.

Though research finds that 89 per cent of Canadian consumers say they seek out information on green products, the reality is when faced with a wall of products in stores, consumers get confused about what is green.

“Despite the extensive efforts made to support and promote sustainable household consumption, consumer purchase decisions have, relatively speaking, changed very little,” the white paper notes.

Based on the research and round table, the report makes several recommendations, including more collaboration among suppliers and retailers as well as better point of sale material to educate shoppers.

To read the full report, click here.