Customers Willing to Pay to Go Green
SCA, a sustainable, global personal hygiene products company, released survey results showing that restaurant patrons are strongly supporting environmentally and socially responsible restaurants.
In the survey, respondents were asked to assume two restaurants were exactly the same, but with one exception - one establishment has a clear focus on environmental and social stewardship. Fifty-three percent of adults responded they would choose this restaurant over another that did not possess the same qualities.
"Customers are looking beyond the merits of the menu to the overall focus on sustainability throughout the restaurant," says Mike Kapalko, SCA Tissue North America sustainability marketing manager. "Commitment to using locally grown food products in addition to green products and practices show the customer that the establishment is committed to a healthier planet."
American adults say they like it green, and are willing to pay more for it. Forty-seven percent of adults expect to pay more at a green focused restaurant.
Surprisingly, wait time and distance do not always negatively affect this dynamic, as 23 percent of American adults who chose the more responsible restaurant would do so regardless of wait time. Of the Americans who are more likely to visit a green restaurant, seven percent would do so regardless of traveling distance.
"As customers continue to incorporate sustainability into their everyday lives, they are concerned with making the best decision for the environment and not always the one that is most inexpensive or convenient," Kapalko said.
One choice restaurants can make for the environment is to use Tork napkins and paper towels that are made from 100 percent recycled material and compostable. Restaurants can also install dispensers that feature consumption control technology, helping to save money, time, and resources for both businesses and their customers.