Over half of the survey’s 9,000 global respondents said they think the environment “is on the wrong track,” and a whopping 73 percent of Americans said it’s important to buy products from green companies. But when asked how much more they’d be willing to pay for those products, 37 percent of U.S. shoppers said they’d pay nothing extra and only 33 percent said they’d fork over up to 10 percent more. (Various smaller fractions would spend higher amounts and some were undecided.)
via www.adweek.com
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