An impressive 53 percent of exhibitors indicate “high” or “very high” interest in Green exhibiting, mostly driven by the view that going Green is “the right thing to do,” and the belief that it will enhance their brand’s image. However, the survey suggests that company support is lagging behind marketers’ personal interest, as just 36 percent of respondents feel their companies share their “high” or “very high” level of interest in going Green.
“The economic and environmental landscapes have shifted considerably in the 48 months since our benchmark survey was released,” commented Travis Stanton, editor of EXHIBITOR magazine. “Interest in going Green is still high, but exhibitors are less willing to pay a premium for eco-friendly options than they were in 2007.”
In 2007, 73 percent of exhibitors reported they would pay at least a 5-percent premium for Green alternatives, compared to only 60 percent in 2011. Furthermore, the generally higher cost associated with Green materials topped respondents’
Comprehensive results of the 2011 Green Exhibiting Survey will be published in the November issue of EXHIBITOR magazine.
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