Avoiding guilt drives many green-product purchases
Core finding
For Americans who buy green products or would consider it, the strongest motive is avoiding a bad feeling rather than chasing a good one. When asked which of their reasons matters most, about a third (35%) say buying green helps them avoid feeling guilty about environmental harm, according to a July 2025 Verasight survey.
Feeling good about themselves comes first for 24% of this group, and 22% prioritize expressing their values or identity. Some other reason tops the list for 14%, while just 6% say the deciding factor is doing what others around them do.
Topline distribution
Avoiding guilt drives many green-product purchases.
Of the reasons you selected, which is the most important to you when choosing green products?
n = 719 · Jul 14–24, 2025 · MoE ±3.7%
Methodology
Full methodology →| Mode | Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting |
|---|---|
| Population | US adults age 18+ |
| Field dates | Jul 14–24, 2025 |
| Base (unweighted) | 719 |
| Margin of error | ±3.7% |
| Module | EPOVB Conference Omnibus Survey #2025-059 |
| Sponsor | Verasight |
| Weight variable | weight |
| Weighting targets | age, race/ethnicity, sex, income, education, region, metropolitan status |
Sources
- verasight-epovb.tiiny.co
Of the reasons you selected, which is the most important to you when choosing green products?
Cite this question
EPOVB Conference Omnibus Survey #2025-059, fielded July 14-24, 2025, N=719 US adults age 18+, +/- 3.7%.