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There’s a long history of polls showing American consumers are “willing to pay more for green.” Measured by actual sales, it’s sometimes harder to see that effect — price is a powerful motivator.
In 2009, for instance, one research report said three in four people questioned had recently bought an Energy Star appliance or locally grown food, and that “higher price would not deter them from buying a more environmentally friendly product.” Ironically, though, another company survey, done around the same time, noted a decline in the sale of organic and green products. The bottom line is that people do want to buy green, but they’ll sometimes balk when it comes to an actual purchasing decision.
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