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Holiday Shoppers Greened Up Their Act, KPMG Survey Finds

40% of consumers check where a product is made...

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2007 Holiday Green Shopping Trends

Only 30% of those polled planned to increase 2007 holiday spending compared with an average of 36% in KPMG's three prior annual surveys.

"But when consumers had the opportunity, they purchased gifts to fit their social conscience," the tax firm says in its release. "The 'green quotient' and a product's country of origin have become important concerns for shoppers, due mainly to recent publicity on the environment and manufacturing issues in emerging markets."

  • 40% of consumers check where a product is made, for example, and 31% say they used that information to decide against a purchase.
  • 79% of those label-checks resulted in a consumer saying "No, thanks" to a product from China. And in 52% of those cases, the products in question were toys.
  • 88% of survey respondents describe themselves as "very concerned" about the environment
  • 74% say they buy environmentally friendly products
  • 60% say they are willing to pay more for such items
  • 55% report making a special effort to patronize retailers with a "green" reputation.

Internet and Power Retailers Shopping Trends

An increasing percentage of what KPMG calls "wallet share"--whether consumers are spending a larger or smaller portion of their holiday shopping budgets, where they are making purchases, and why--is winding up on the Internet (4 points) and at these power retailers (such as Toys R Us and Best Buy) 7 points.

KPMG conducted its survey through Dec. 16, 2007

Edited by Carolyn Allen, owner/editor of California Green Solutions
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