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Survey: Consumers like being green, but not paying more for it

Retail Editor 3 -- Home Textiles Today, April 19, 2012

Austin, Texas - Just ahead of Earth Day on April 22, a new consumer survey upholds a long-running retail trend: 59% of consumers are unwilling to pay more for eco-friendly products, even though nearly half (46%) said they are more inclined to buy such a product compared to a rival product without an environmentally friendly profile.
The Shoppers Trend Report from online coupon site and Ipsos Public Affairs found that while 71% of consumers feel they are aware of the positive and/or adverse environmental impact of the products they purchase, 43% said that while they are actually making those purchases they are not considering environmental impact.
Women are more likely than men to buy eco-friendly merchandise - so long as it's convenient and the price is acceptable (45% vs. 36%). Demographically, those more likely to buy green include college graduates (55%), Northeasterners (54%), adults under 35 (53%) and households with children (50%).
The survey polled 1,016 adults from April 4-6.

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