Green Consumers Will Pay More, Earth Day Survey Says.

Business Editors/Environment Writers

PALM BEACH GARDENS, Fla.--(BUSINESS WIRE)--April 21, 2003

America's consumers said they would pay more for products that help the environment by conserving energy or other natural resources, a survey released Monday showed.

More than 75 percent said they would pay more for a green product over a similar product. Forty-one percent said they would spend up to 10 percent more and 11 percent said they would pay up to 20 percent more for features such as water- and energy-saving appliances.

The survey was taken to gauge public attitudes about purchasing and using products that are "green." It's been 33 years since the first Earth Day and American businesses have steadily increased the offerings for green consumers. The Internet survey was conducted in cooperation with the Florida Energy Extension Service at the University of Florida and Florida homebuilder WCI Communities, Inc. (NYSE:WCI)

"The survey showed there's a market for builders who create homes that protect the environment," said Karen Childress, Environmental Stewardship Manager for WCI. "In 2001, WCI entered into an innovative partnership with Audubon International to implement that organization's principles of sustainability in 10 future WCI communities."

Those that responded to the survey described a wide variety of water, energy and other green practices such as: buying recycled products, taking shorter showers, shutting the water off while brushing teeth and keeping lights to a minimum.

"This survey indicates larger acceptance of green consumerism in America," said Pierce Jones of the Florida Energy Extension Service at the University of Florida. "What we call 'green consumerism' today, we hope will become the norm tomorrow."

Other results:

-- 62 percent said they would be willing to sacrifice a large lot

in exchange for more community open spaces such as natural

areas, parks and playing fields.

-- 87 percent of consumers said they'd pay more for green home

features if they recovered their expenses within five years,

for example, with lower electric bills.

-- 81.5 percent of respondents feel corporations in America don't

do enough to protect the environment and promote green

consumerism.

Results of the survey are available at http://www.wcicommunities.com.