According to the Sustainable Furnishings Council’s (SFC) fifth annual consumer research study, consumers are becoming more environmentally conscious in their purchases and are willing to pay more for greener products.

“The need for greater awareness about the importance of ‘living green’ is among the top takeaways from this year’s study,” said Susan Inglis, SFC executive director. “Our report shows the consumer is more aware about sustainability, especially as it pertains to energy savings and reclaimed materials, but the need for home furnishings retailers and manufacturers to do more is clear-cut."

But the report, available now for SFC members and for purchase by non-members, shows that retailers and manufacturers need to educate consumers about sustainable home furnishings if they want to earn consumers’ dollars.

The study showed that 49% of this year’s respondents stated they were “Definitely Interested” or “Very Interested” in buying green home furnishings, if the style and cost were about the same as other options. Meanwhile, 46% of respondents cited “lack of awareness” as the reason why they have not purchased green home furnishings.

Here is a look at some of the key components of the study, which was conducted in the spring:

• 460 consumers took part in the national survey.

• 72.5% of respondents were age 25 to 54.

• 62.3% of survey respondents reported an annual household income of $50,000 to $150,000.

• 54.3% said they plan to spend the same or more on home furnishings in 2014.

Such findings are paving the way for SFC as it embarks on a national, regional and local marketing campaign aimed at educating consumers about how they can be better stewards of our precious environment and create safe, healthful homes.

The study was underwritten by Mitchell Gold + Bob Williams and conducted by Impact Consulting Group. SFC members obtain login credentials when they contact the SFC offices at (252) 368-1098 or by email. The report is available to non-SFC members for $250 online; select the Industry Info tab and choose Industry Reports in the dropdown menu.