The Boston Consulting Group published a report in January about green expectations. They interviewed 9000 people in 9 different countries.
The green movement is about reducing waste and minimizing our impact on the environment. Companies that translate these goals into a holistic approach to offer differentiated green products and bringing down costs across the entire value chain have been rewarded with higher margins and market share.
To attract more greeen shoppers, both retailers and manufacturers need to improve consumers awareness of green products and the choices available. They remain unaware of green options in many catgories and believe that the choices are limited when compared with conventional alternatives.
Winning the hearts and the wallets of green consumers is a wise move for producers and retailers. But going green is not merely a tactic for a single product or a discrete process.