MSI recently made a presentation to a leading plumbing component manufacturer about the attitudes of home improvement shoppers and the percent of the U.S. who are active “green” customers. The study was conducted by the Home Improvement Research Institute (HIRI) in 2008, but the majority of people in the room were somewhat skeptical about the numbers.

However, more recent research has revealed that consumers are not only more aware of green issues, they’re finding a lot more practical ways to be eco-friendly even in difficult economic times and also want businesses to address environmental problems. Here are some pertinent findings.

–According to the Eco Pulse 2009 National Study, 40% of consumers would stop buying a product from a company accused of “greenwashing”. The same study also stated that the best product description chosen to read on a label is “natural” rather than “organic”.

–The 2009 BBMG study, Redefining Value in a New Economy, revealed that half of U.S. consumers are “willing to pay more” for products with social and environmental benefits despite the tough economic times.

As a manufacturer or marketer, this last statement frames a compelling reason not to cut back on your green efforts and to contact MSI to help you develop a successful marketing plan for your brand.