The green (and variegated) consumer

This report from Euromonitor International, an offshoot from its Strategy Briefings series, looks at the green, and not so green, consumer.
The 'true' green thinks and acts green and is willing to pay a premium for green products. The 'variegated' green thinks green but doesn't necessarily act green and is not prepared to sacrifice convenience, while the 'brown' consumer is sceptical about climate change and primarily motivated by low price and convenience. Legislation and the efforts of NGOs are expected to gradually make consumers greener at the same time as the bar will be raised as to what is perceived as green....

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