The Sustainable Furnishings Council has released the 2013 Green Home Furnishings Study. The report is the SFC's fifth annual consumer research study and is available to SFC members and non-members.
According to the survey, consumers are becoming more environmentally conscious in their purchases and they are willing to pay more for greener products. However, the report also shows that there is a need for retailers and manufacturers to educate consumers about the benefit of sustainable home furnishings.
"The need for greater awareness about the importance of 'living green' is among the top takeaways from this year's study," said SFC Executive Director Susan Inglis. "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."
Forty-nine percent of the respondents in the 2013 survey stated that they were "definitely interested" or "very interested" in buying green home furnishings if the style and cost was comparable to other options. Forty-six percent of the respondents said that a lack of awareness was the reason they have not purchased green home furnishings.
The SFC is embarking on a national, regional and local marketing campaign that focuses on educating consumers about how they can be better stewards of the environment while creating safe, healthful homes, according to SFC officials.
Mitchell Gold + Bob Williams was the underwriter for the study, conducted by Atlanta-based Impact Consulting Services. To obtain a copy of 2013 Green Home Furnishings Study, contact the SFC offices at (252) 368-1098. The report is available to non-SFC members for $250. Select the Industry Info tab and choose Industry Reports in the dropdown menu.
To learn more about the report, both SFC members and non-members are invited to attend SFC's next Sustainability Essentials webinar; Bob George, president of Impact Consulting Services, will provide an overview of the consumer research study Sept. 12.
