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About A Quarter Of U.S. Consumers Buy Products From Eco-Friendly Companies, Study Shows

June 28, 2013: 12:00 AM EST
In the United States, 24 percent of consumers buy green products from environment-friendly companies, according to a study by marketing communications firm Shelton Group. These early adopters are affluent, generally the most loyal consumers, and are willing to pay more for the brands they trust. Data from the EcoPulse 2013 study labeled these consumers as "actives"; their purchasing decisions are made based on their values, which align with "social justice, equality and protecting the environment." Results of the survey also revealed consumers are concerned more about how companies manufacture their products than what they produce. One-third of respondents said a company's corporate social responsibility activities play a role in their purchasing decision; however, only 8 percent said they had actually bought a product based on nonprofit partnerships or donations.
"Consumer Buying Goes Green With Economic Recovery", Environmental Leader, June 28, 2013, © Environmental Leader LLC
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