Consumers are both more willing and less willing to shop green than in previous years. Consumers care more and care less about environmental issues given the economic times. Consumers are willing and not willing to pay more for greener goods. You get the point.
But one thing remains fairly consistent across nearly all of these studies — and most of the ones I’ve reported on in recent years: Vast majorities of consumers say they have adopted greener habits in their daily lives, and shop for at least some products with a keen eye on their environmental provenance and energy and climate impacts. In other words: the marketplace is getting greener — way greener, if you were to believe the numbers. via Joel Makower: Two Steps Forward: Earth Day, Green Marketing, and the Polling of America, 2009
