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RE: [GreenYes] green goods
Hey, wait a minute...
41% of US consumers say they don't buy green products because they fear
inferior performance.  That's not even half!  What about the other 59
percent?!  I agree with Amy's point that green (or greener) products have to
be convenient, comparable, and easy to find.  But let's look at what the
questions were before we get all worked up about the answers.

There was a commercial for coffee a number of years ago that proudly stated
that 45 percent of people preferred the taste of whichever coffee it was --
and no one noticed that that was not a really great marketing claim.
Anybody remember the details?

I don't think I have access to the WSJ article -- any other sources for more
detail on the Roper poll?

Thanks,
Terri

-----Original Message-----
From: Dan DeGrassi [mailto:dpw180@co.santa-cruz.ca.us]
Sent: Thursday, March 07, 2002 1:26 PM
To: greenyes@grrn.org
Subject: [GreenYes] green goods


DAILY GRIST
06 March 2002
Environmental news from GRIST MAGAZINE, a project of Earth Day Network

3.
IT'S NOT EASY MAKING GREEN
Green products won't necessarily keep a company out of the red:  Many 
businesses are concluding that eco-friendly marketing campaigns 
simply don't work.  Forty-one percent of U.S. consumers say they 
don't buy green products because they fear inferior performance, 
according to a Roper poll, and most say they prioritize convenience 
over ideology when making purchasing decisions.  The result? 
Recycling rates are down, single-serving packaging is up, and fewer 
products are marketed as eco-friendly.  Some environmentalists blame 
the problem on confusion generated by inconsistent, and hence 
untrustworthy, labeling systems for ostensibly environmentally 
friendly products.

straight to the source:  Wall Street Journal, Geoffrey A. Fowler, 06 
Mar 2002  
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