# Avoiding guilt drives many green-product purchases

Canonical page: https://data.verasight.io/money/avoiding-guilt-drives-many-green-product-purchases/

> Indexed question in Money & Finance.

## Reading

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

Of the reasons you selected, which is the most important to you when choosing green products?

Avoiding guilt drives many green-product purchases.

- Buying green products helps me avoid feeling guilty about environmental harm: 34.5%
- Buying green products makes me feel good about myself: 23.7%
- Buying green products is a way for me to express my values or identity: 21.8%
- Other (please specify):: 14.4%
- Buying green products is something I do because others around me do: 5.6%

## 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: 2025-07-14 → 2025-07-24
- 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

## Source

- Canonical question URL: [https://verasight-epovb.tiiny.co#most-important-reason-for-choosing-green-products](https://verasight-epovb.tiiny.co#most-important-reason-for-choosing-green-products)

## Citation

EPOVB Conference Omnibus Survey #2025-059, fielded July 14-24, 2025, N=719 US adults age 18+, +/- 3.7%.

Canonical question URL: [https://verasight-epovb.tiiny.co#most-important-reason-for-choosing-green-products](https://verasight-epovb.tiiny.co#most-important-reason-for-choosing-green-products)