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Jennifer Chait

Most Consumers Willing to Pay More for Green Dining

By December 23, 2010

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In good news for those interested in opening an organic restaurant or other organic dining establishment, a recent consumer survey notes that consumers are willing to pay more for "green" dining.

In fact, the research survey, from Ohio State University notes that as many as eight out of 10 U.S. consumers (80%) will pay more to eat at an environmentally friendly restaurant vs. a conventional restaurant. Study researchers suggest that retailers need to take extra steps to market themselves as "green" in order to attract and keep eco-conscious consumers.

Other survey results:

  • 65% of consumers would pay up to 10% more to dine at a green restaurant.
  • 20% of consumers would pay more than 10% more to dine at green restaurants.
  • 70% percent of consumers noted that it's, "Good for restaurants to protect the environment."
  • 50% of the consumers surveyed said that they felt dining at green restaurants is healthier.

While 7 out of 10 consumers were very interested in establishments that took actions to protect the environment, the second most important green practice to diners, was the use of organic products and serving locally grown food. This isn't just good news for folks in the organic food establishment industry, but also for organic farmers who want to sell their goods to organic restaurants.

Organic Food Image Rod Luey - Fotolia

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