Sep 13, 2007 6:03 AM, PROMO Xtra

Environmentally friendly marketing may be the rage, but a recent poll found that retailers “green” messages are not necessarily swaying Gen Y buyers to a make a purchase.

Those consumers—people ages 18 to 30— have mixed feelings about the influence of a retailer’s environmental policy and sustainability practices, according to a Maritz Poll.

Some 50% of respondents said a company’s policy did influence their shopping behavior. In addition, 46% said they would shop at a store more if it were environmentally friendly, while 54% said it wouldn’t impact their behavior.

Regarding cost, 47% reported that they would be willing to pay more for environmentally friendly services, products or brands. Of that group, 77% said they would pay more because they “care about the environment” and 21% said “it’s the right thing to do.” Just 2% said they would spend more on green products “so that people know I’m environmentally aware.”

Maritz Poll surveyed 1,062 adults in the U.S. who shop at one or more specialty retail stores, including Abercrombie & Fitch, Aeropostale, American Eagle Outfitters, Express or The Gap. The poll was conducted by Maritz Research.

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