Polls and studies are suggesting that consumers claim to have a healthy appetite for eco-friendly products but aren't putting their money where their mouth is. That's mostly because green brands are failing to articulate their case and are generally seen as untrustworthy, the studies indicate. "Bottom line: Most manufacturers and their ad agencies aren't engaging consumers in true behavior change, nor are they building brand loyalty for their green products," says pollster Suzanne Shelton.

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