GreenTracker| More Americans give the impression of being ‘green’ consumers than actually are. A new study says that while 40 percent of people say they are willing to buy green products, only 4 percent actually do. People also tend to make the green choice, if they believe they are being watched.
Price is a traditional reason for not buying ‘green’. Researchers at the University of Texas-Austin say that consumers aren’t at all convinced that green products are as effective, whether laundry detergents or light bulbs. A sustainability-ineffectiveness penalty is attached to perceptions of ‘green’ products by American consumers. via Futurity.org.