consumer snapshot
A
s the impacts of climate change
become increasingly apparent
and public discourse about the
environment continues to grow,
consumers are holding businesses accountable
for their sustainability initiatives — and they’re
putting their money where their mouth is.
Nielsen’s most recent Global Sustainability
Report found that 66 percent of consumers
said they were willing to pay more for sustain-
able brands, up from 55 percent in 2014.
But how does that translate to the home
furnishings industry, and what do consumers
really care about when it comes to sustainable
furniture? The Sustainable Furnishings Council’s
(SFC) 2018 Green Home Furnishings Consumer
Study has some answers. The survey targeted
homeowners between the ages of 30 and 60
with household incomes of $50,000 or more who
have spent more than $500 on home furnishings
in the past 12 months. Here we break down
SFC’s findings on just how concerned these
consumers are and how this impacts their habits
and buying behavior.
LEVELS OF CONCERN
On the whole, these consumers are considerably
worried about the environment: 98 percent
expressed concern about environmental
issues, and 8 in 10 said they have experienced
heightened levels of concern in the wake of
recent natural disasters. Ninety percent vote for
political candidates who promise eco-friendly
legislation. And consumer concern isn’t just
for the planet, but also for their own health:
83 percent of respondents expressed concern
about hazardous indoor air quality.SUSTAINABLE HABITS
Ninety-nine percent of respondents said they
practice environmentally friendly habits. Some
more takeaways on consumer habits:- More than 8 in 10 recycle and replace light-
bulbs with energy-efficient options. - 67 percent have made food- and drink-
related changes like reducing bottled water
consumption. - 71 percent use reusable shopping bags.
As consumers adjust to practicing more envi-
ronmentally friendly habits, they may expect
the businesses they buy from to do the same.PURCHASING BEHAVIOR
Consumers clearly care about the environment,
but how does that translate to their buying
decisions and attitudes about home furnishings
in particular? Here are some key stats:- 89 percent have purchased environmentally
safe products. For those who have not, a
lack of awareness (39 percent) and cost (
percent) were the biggest obstacles. - 92 percent of respondents expressed interest
in purchasing environmentally safe home
furnishings if style and cost considerations
were comparable. - Nearly 60 percent of respondents are willing
to pay 5 to 10 percent more for home furnish-
ings certified to be environmentally safe. - 92 percent expressed interest in buying wood
furniture certified as legal and coming from
responsibly managed forests.- When it comes to textiles for the home, 95
percent expressed interest in purchasing
textiles labeled with a third-party certificate
as “safe,” and 97 percent want to see
certification for “quality materials.” Eighty-
seven percent want certification that textiles
are produced at a verified environmentally
friendly, safe and socially responsible facility. - 69 percent would work with an environmental
safety-conscious interior designer if style and
cost were comparable. - 90 percent think the chemicals and materials
used when manufacturing furniture are
important or very important to their purchase
decision process.
While consumers ultimately care about the
environment and want to make more sustain-
able purchases, they aren’t always willing to
compromise when it comes to other product
attributes. When ranking home furnishings
product qualities in order of importance,
respondents ranked comfort, style and price/
value as their top three considerations. Just 12
percent of respondents ranked “earth-friendly”
as one of their top three choices.
Regardless, for companies that want to give
consumers another reason to choose their busi-
ness over Amazon, Wayfair or a big-box retailer,
prioritizing sustainable initiatives and offering
green products can go a long way. FLDBy Katie Caron SARAYUT_SY - STOCK.ADOBE.COMCREDIT: 2018 GREEN HOME FURNISHINGS CONSUMER STUDY FROM SUSTAINABLE FURNISHINGS COUNCIL16 | AUG.19 http://www.furniturelightingdecor.comSUSTAINABILIT Y MATTERS
How much more would you be willing to pay, if
necessary, to buy home furnishings that were certifi ed
to be legitimately environmentally safe and you liked
the style? (Total respondents: 500)TotalNothing More 24%
Willing to Pay More (Net) 76%Up to 5% More 31%
Up to 10% More 28%
Up to 15% More 10%Up to 20% More 5%
Greater than 20% More 2%