2. ON-LINE STUDY
• In July 2015 GH conducted a study on
consumer perception and awareness of
the Green GH Seal
• 1,135 readers and non-readers
completed the survey
• The Green GH Seal was officially
introduced in October 2009
Source: GGHS Study, Fairfield Research, July 2015GOOD HOUSEKEEPING 2

3. % female 95%
% male 5%
18-34 17%
35-54 45%
55+ 38%
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
RESPONDENTS
3

4. 80% of consumers
are concerned with
purchasing products with
green attributes, but only
58% trust environmentally
friendly claims.
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
4

5. would be willing to switch
from their current product
to a green product if they
thought it would work as well.
96%
GOOD HOUSEKEEPING Source: GGHS Study, Fairfield Research, July 2015 5

6. SYMBOL OF REASSURANCE
86%
of consumers would feel more
comfortable buying a product they
were unfamiliar with if it had the
Good Housekeeping Seal
CREDENTIALS COUNT
75%
of consumers would feel more
comfortable buying a product they
were unfamiliar with if it had a seal,
stamp or endorsement
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015

7. Products with the Green GH Seal
WHY IS IT REASSURING?
Have received a stamp of approval/
endorsement from GH
Have been tested
Will perform as promised
Are more environmentally responsible
Are superior
Are backed by a limited warranty
83%
66%
50%
48%
29%
24%
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
7

8. When choosing between two
brands similar in price and
features, 90% of consumers
are more inclined to buy a
product with the Green Good
Housekeeping Seal
GOOD HOUSEKEEPING Source: GGHS Study, Fairfield Research, July 2015 8

9. TOP-RANKED CONSUMER EMBLEM
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
9
72%
92%
20%
65%
22%
51%
25%
39%
28%
33%
28%
29%
27%
27%
28%
21%
30%
16%
23%
23%
26%
13%
26%
25%
29%
25%
28%
87%
76%
61%
55% 54% 53%
51%
49%
39% 39%
67%
56%

10. Tremendous Influence/Great Deal of Influence
Some Influence
80%
51%
29%
24% of consumers are willing to pay more for
an appliance if it has the Green GH Seal
PURCHASE INFLUENCE
82%
54%
28%
Small Appliances Large Appliances
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
10

11. 18% of consumers are willing to pay more for a
home building product if it has the Green GH Seal
PURCHASE INFLUENCE
Home building
80%
32%
48%
31%
48%
31%
49%
Home decorating
& furnishings
Flooring
80%
79%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
11

12. 20% of consumers are willing to pay more for an
electronic product if it has the Green GH Seal
79%
Consumer electronics
31%
48%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
12

13. 50% of consumers are willing to pay more for a cleaning
or household product if it has the Green GH Seal
91%
Cleaning &
Household
Housewares
70%
21%
80%
45%
35%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
13

14. 40% of consumers are willing to pay more for a beauty
or personal care product if it has the Green GH Seal
85%
Hair care Cosmetics Skin care
60%
25%
80%
52%
28%
85%
56%
29%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
14

15. 40% of consumers are willing to pay more for a beauty
or personal care product if it has the Green GH Seal
84%
Oral care
28%
56%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
15

16. 45% of consumers are willing to pay more for
a food product if it has the Green GH Seal
87%
Food
25%
62%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
16

17. purchae inuence33% of consumers are willing to pay more for an OTC
drug or dietary supplement if it has the Green GH Seal
81%
OTC drugs &
remedies
Herbal & dietary
supplements
28%
53%
82%
25%
57%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
17

18. 29% of consumers are willing to pay
more for an infant or childcare product
if it has the Green GH Seal
30%
74%
Infant/
childcare
supplies
Toys & games
22%
52%
72%
29%
43%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
18

19. 32% of consumers are willing to
pay more for a lawn or garden
product if it has the Green GH Seal
81%
Pet food & supplies
23%
58%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
19

20. 28% of consumers are willing to
pay more for a pet food product if
it has the Green GH Seal
84%
Lawn & garden
26%
58%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
20

21. 33%
62%
Apparel
35%
27%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
21

22. 71%
Automotive accessories
31%
40%
Tremendous Influence/Great Deal of Influence
Some Influence
GOOD HOUSEKEEPING
Source: GGHS Study, Fairfield Research, July 2015
PURCHASE INFLUENCE
22

23. 90%
of consumers are more likely to
trust a product and its advertising
if it displayed the Green Good
Housekeeping Seal
GOOD HOUSEKEEPING Source: GGHS Study, Fairfield Research, July 2015 23