Coinciding with Highpoint Furniture Market last week in North Carolina, the 2012 Green Home Furnishings Consumer Study announced its 2012 results. The fourth study of its kind, conducted by the Sustainable Furnishings Council with the support of furniture company Mitchell Gold + Bob Williams, the survey aims to provide trend data on consumer awareness, attitudes and behaviors relating to environmental issues and the home furnishings industry.
The survey of 432 female homeowners ranging from ages 30-60 with household incomes over $50,000 shows consumers continue to be interest in buying green home furnishings and an increased interest among the most ardent green enthusiasts. More than half of the consumers who participated describe themselves as aware and concerned about environmental issues ranging from toxic pollution to deforestation.
The survey also revealed how green interest varied across the country:
Price sensitivity to green purchases may have peaked. This year showed that only 67 percent of consumers would pay up to 5 percent more for green furnishings, compared with 78 percent of respondents in the 2010 survey: