The McKinsey Quarterly has released a report of a 2007 survey the firm conducted across a range of countries among which Brazil, Canada, China, the UK, The US, France and Germany. Out of over 7,700 consumers, 87% worry about the environmental impact of the products they buy… yet only 33% say they are ready to buy green products, and only 25% say they have done so in the past.
Green products make up about 2% of the market, just as hybrid cars on the car market.
Two thirds of the consumers cannot name a single green brand. Can you?…
A long way to go yet.
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