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When customers reach the cash register, they often forget their eco-friendly attitudes. Businesses can do a lot more to help would-be “green” consumers walk their talk.
But when it comes to actually buying green goods, words and deeds often part
ways. No more than 33 percent of the consumers in our survey say they are ready
to buy green products or have already done so. In a 2007 Chain Store
Age survey of 822 US consumers, only 25 percent of them report having
bought any green product other than organic foods or energy-efficient lighting.
Indeed, most of the green goods on the market have tiny market shares.
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