How the Recession is Changing Peoples’ Views of Green Products, Companies

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The Green Revolution is turning out to be more of a Green Evolution, at least for now. Before 2009, the number of green products on the market was rapidly increasing as was competition among industry players to be seen as "green" among an increasingly sophisticated public. It was close to hitting a critical mass, with 76% of Americans qualifying as "light green consumers" – those who consistently seek out and buy some green products or services. But people are generally purchasing fewer green products as a result of the recession, according to a survey, "The Green Evolution" by Grail Research. That’s not surprising news as 65% of respondents say they’ve changed their purchasing behavior because of the recession – most of them buy less overall, and those products they buy are less expensive ones. Since the biggest barrier to purchasing green products has always been the perceived higher price, it makes sense that green purchases go down when times are tough. Another reason people say they don’t buy green is "low availability" of products – they aren’t as easily accessible as conventional products. That shows there’s still interest and if more companies offered such products the price would come down […]

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