Working Women Think Green When Shopping. (Consumer Spending & Attitudes)

Marketing to Women: Addressing Women and Women's Sensibilities, June 2002 | Go to article overview

Working Women Think Green When Shopping. (Consumer Spending & Attitudes)


Concern for the environment has a significant influence on the purchasing behavior of both working women and women who own businesses, according to the Center for Women's Business Research. More than three quarters of women business owners (76%) and working women (77%) say the environmental friendliness of a product they are considering buying has a moderate or major influence on their final decision.

Fewer than one in 10 female business owners (9%) and working women (6%) say environmental concerns have no impact on their purchasing decisions. Environmental concerns rank third in women's hierarchy of purchasing considerations, after quality (98%) and price (85%)--and before advertising (57%), the company's track record of social responsibility (55%), or coupons (33%).

Younger women business owners (83% of those under age 45) and those who have acquired or started their businesses within the past 10 years are most likely to be influenced by environmental concerns. Middle-income women business owners (82% of those with HH incomes of $25,000-$49,999) are also especially likely to cite concern for the environment as an influence. Age, marital status, and the presence or absence of children in the household have little effect on women's level of concern for the environment when making purchases.

Although women who started or acquired their businesses recently are more likely than longer-term owners to cite environmental considerations as an influence on their purchasing behavior, 60% of women business owners who donate money to environmental organizations have been in business for 10 or more years. …

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