Green Is The New $$Green$$

Did you know 70% of customers say they prefer to purchase a "green" product, price and quality being equal? "Going green" encompasses a slew of environmentally-friendly products, sustainable processes, and lifestyle changes that not only help protect the planet, but actually make sound business sense too. That's why more and more sellers are factoring green benefits into their business models.

Libby Reder from eBay's Global Citizenship team conducted a well-attended seminar to help sellers understand some of the ways they could start greening their eBay businesses, and at the same time reduce costs and target customers who are willing and eager to buy from green sellers.

Pack green, ship green
A key area for eBay sellers to go green is packaging and shipping. Libby explained how eBay and USPS have worked together to create the popular Cradle-to-Cradle shipping boxes. This environmentally-friendly packaging (which you can find in the USPS booth at eBay Live!) has been certified for its material content, recyclability and manufacturing characteristics. All the inks, adhesives, and other compounds found in these boxes are completely benign to the environment.

Packing peanuts might seem innocuous, but they are not very good for the environment. The conventional ones made of styrofoam are virtually indestructible, even in landfills. Enter the greener packing peanut -- made from cornstarch! Libby explained how these biodegradable peanuts melt away into nothingness when you pour water on them. You can even use your kitchen sink to dispose of them -– these peanuts are made entirely from organic plant matter.

Re-use, recycle, renew
Libby also emphasized the importance of re-using materials to make a business greener. For instance, if biodegradable packing peanuts aren't available, why not pack your items with previously used peanuts of any kind? Reusing “bad” peanuts is better than throwing them away! Check out earth911.org to find recycled or reusable peanuts (and other materials) nearest to your location.

Libby also mentioned other green packing materials --  water-activated (gummed) tape made from 100% recycled and re-pulpable brown Kraft paper or biodegradable cellulose tape made from wood pulp that comes from suppliers with extensive reforestation programs.

Another green practice sellers might want to consider is buying carbon offsets to offset the carbon emissions from shipping.

Buyers want green sellers
Also participating in the session were Hanh Pham, Green Business Projects Coordinator, Chicago Department of the Environment, and Kristin Cunningham, General Manager, eBay Giving Works. Hanh was flush with ideas about leading greener lifestyles, such as choosing energy efficient appliances around the home or business. A key tip for sellers was to check their city or county's website to see if your city or county certifies green businesses -- the process is often relatively painless and can help attract more buyers.

Hanh also emphasized the importance of sharing your green practices with your buyers. She shared some data on how buyers are also going green in large numbers. Knowing that a business is mindful of its impact on the environment makes consumers:

• more likely to buy their products or services (60%)
• feel more loyal to the business (57%)
• less concerned with the price of their product (38%)

       (Source: Natural Marketing Institute, 2006)

eBay Giving Works and Cause Marketing
Finally Kristin Cunningham talked about cause marketing (selling items to support a cause) and how this approach can not only make you feel good about supporting your favorite causes, but also help you get higher average selling prices in some cases. Kristin explained how we're creating compassionate commerce through eBay Giving Works:

• eBay sellers can list an item and donate 10%*-100% of the final sale price to a certified nonprofit organization
• Listings are marked with a special ribbon icon
• Donations are collected and distributed to benefiting nonprofits, tax receipts are available for sellers
• eBay credits Insertion and Final Value Fees, proportionate to the donation percentage the seller chose.

It was clear from the audience Q&A that many sellers are already adopting green practices. Here's a reaction from Jackie, a seller I interviewed right after the seminar: