The Green Premium: How to Move Consumers From Intent to Action
One of the most marked shifts in our culture during the past decade has been a significant rise in the awareness of our environmental impact at both an individual and societal level. Growing numbers of Americans are engaging in sustainable behaviors of varying degrees. A distinct gap, however, has begun to form between those who desire to go green and those who actually take the steps required to do so. Research from our newest white paper, The Green Premium, found that consumers are demonstrably interested in green, sustainable products, yet the willingness to move toward an environmentally-friendly purchase is highly dependent on the language used to market the product. The Green Premium details the findings of an online survey of nearly 1,000 U.S. residents. For full details, click here.