An eco-story
The question: Will people buy eco-friendly products if the price is higher than non-eco products?
By Mark Lazar -- Kids Today, 5/1/2009 12:00:00 AM
The question: Will people buy eco-friendly products if the price is higher than non-eco products?
To find the answer, I have a consumer anecdote from my store.
Customer: Mr. Lazar, I have been given a Pali Deborah crib by my sister, which she used for her two children. The mattress is oval, and I know they don't make that anymore. Can you get me a new mattress?
Me: Of course I can.
We talk about the price, how long it will take to get the mattress made, when her baby is due, and does she really need a new mattress.
Customer: Can you have an organic oval mattress made for this crib?
As it turns out, she has already purchased a new organic mattress in anticipation of buying a new crib, but the gift from her sister of the older crib and mattress has made this decision a little more complicated.
Me: If you have already purchased the organic mattress, it must have been important to you, so why wouldn't you just buy a new crib that the mattress would fit into?
By now you probably figured it out — it's the money! If she hadn't gotten the hand-me-down crib, it would have been easy, but now the cost of the new crib vs. the cost of a new oval mattress is the issue.
You may say, "it's always a matter of money, Mark," but I say it's not.
It's a matter of organic, and what that means to the consumer.
She could have purchased a new conventional mattress with the intention of purchasing a new crib, but she instead she made the choice to purchase the organic mattress. The question she is wrestling with now is, does she save some money and compromise her purchasing principles? To me, principle is what this is all about.
Many of you who have brought organic mattresses into your stores have seen increased sales in this area. People will pay for what they want, but there are limits, and that is always a personal issue.
This customer left the store with an "I'll think about it."
The fact is, we are all thinking about it. I say just do it, and you may be surprised with how happy you are with your decision.
Here's hoping you are greening up. Spring is in the air and what better time to see green?
The Green Guru, mark@lazarsfurniture.com
We would love your feedback!
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