Will Consumers Reward Going Green?

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April 2011
by Raz Godelnik

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Will Consumers Reward Going Green?

by Raz Godelnik

Do most book consumers care about the environment? Definitely. Do they prefer buying books printed on recycled or FSC-certified paper because of that? It depends.

Eco-conscious book consumers need to deal with the same issues that green consumers in general deal with, but they also have special dilemmas. Imagine, for example, a book reader who would love to read Freedom by Jonathan Franzen and who finds out that this great book is not printed on eco-friendly paper. Will the reader decide not to buy it and wait to get a copy in the local library? I doubt it.

A book is not a vegetable, a toothpaste, or a car. Book buyers can’t just choose a “green” book over a “regular” one and still get their needs met, only with some green added value. Each and every book is a unique product with distinctive features, which makes greening book purchases more difficult than greening almost anything else.

Fortunately, green books are also differentiated from other green products by positive features. For example, price. Consumers usually need to pay a premium to buy eco-friendly products, and that can become a significant obstacle. Studies show that only 5 to 10 percent of American consumers are willing to pay more…IBPA Members – Click here to view the full article (login required).

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