SFC releases 5th annual Green Home Furnishings Study
Staff Staff -- Home Textiles Today, September 12, 2013
Chapel Hill HILL, N.C. - Consumers are becoming more environmentally conscious in their purchases, and they're willing to pay more in order to own the greener product, according to the Sustainable Furnishings Council's fifth annual consumer research study. The report also shows that retailers and manufacturers need to educate consumers about sustainable home furnishings, if they want to earn consumers' dollars.
"The need for greater awareness about the importance of ‘living green' is among the top takeaways from this year's study," said SFC Executive Director Susan Inglis. "Our report shows the consumer is more aware about sustainability, especially as it pertains to energy savings and reclaimed materials, but the need for home furnishings retailers and manufacturers to do more is clear-cut."
Forty-nine percent of this year's respondents said they were "definitely interested" or "very interested" in buying green home furnishings, if the style and cost was about the same as other options. Forty-six percent of respondents cited "lack of awareness" as the reason why they have not purchased green home furnishings. More than half (54.3 %) said they plan to spend the same or more on home furnishings in 2014.
The study, conducted in the spring of 2013, surveyed 460 consumers. Of that group, 72.5% were age 25 to 54, and 62.3% reported an annual household income of $50,000 to $150,000.
More information on the SFC and the 2013 Green Home Furnishings Study, which was underwritten by Mitchell Gold + Bob Williams and conducted by Impact Consulting Group, is available at www.SustainableFurnishings.org.