New York, NY — While concern for the environment is on the rise, according to Harris Interactive’s Harris Poll, for 59 percent of U.S. consumers, “organic” is synonymous with “overpriced.”
Harris Poll President Mike de Vere says: “What surprised us most was that while Americans are showing more concern for the environment, they aren't necessarily willing to pay more to do anything about it. Many are wary of the 'greenwashing' concept that gives companies a chance to cash in on consumers who want to help the planet but are confused by all the eco-friendly jargon.”
More than half of consumers agree organic offers health benefits and 41 percent think organic tastes better/fresher than non-organic. A lack of consumer education is prevalent, as 23 percent aren't familiar with the term “dirty dozen,” the Environmental Working Group’s annual list of foods consumers should always buy organic because of pesticide levels.
In addition, 48 percent of the 2,276 adults surveyed think washing dishes by hand is more environmentally friendly than using the dishwasher. However, the Harris Poll cites a study from the University of Bonn in Germany that found the dishwasher uses half the energy, one-sixth of the water and less soap than hand-washing an identical set of dishes.
Consumers are torn between the level of ease in green living — 49 percent say it's difficult and 47 percent say it's easy.