Surveys: Consumers see green products as more expensive

10/12/2010 | Adweek

Reports from GfK Roper Consulting and Marcal Small Steps find that consumers support products with environmental claims, but often don't buy them because they are perceived as being too expensive. "Our survey confirms that consumers have been conditioned to believe that if it's better for the environment, it must be worse for their wallet," said a Marcal official, while also noting that "there are green products that don't necessarily cost more."

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