+ Nearly 25% of Americans willing to pay more for sustainable products

By way of Transworld Business comes exciting news that an increasing number of Americans are willing to pay a premium for sustainable products:

According to a study done by Boulder, CO based Leisure Trends, an outdoor focused retail intelligence marketing firm, 23 percent of Americans are willing to pay a premium for goods perceived as being green.

“The average, for all who say they would or might pay more, is a 14% premium above what they would pay for a non-green product.”

“Gen X (29%) is more likely than Boomers or the Eisenhower Generation (20%) to say “yes” to higher prices for green products. Gen Y and Gen X lead all other generational groups by claiming they would pay 16% more for environmental friendly products. Willingness to pay a premium for green products is rising. When we asked this same question a year ago (June 2007) we found that those willing to pay more to buy green would tolerate an 11% price differential. ”

Not sure of the specific methodology of this study, but it is certainly encouraging to hear. Read more on the Leisure Trends site.