Will We Really Pay More to be Green?

Although many of us express a willingness to pay more for green products, a close look reveals that price can still have a big impact on our decision.

Green Elasticity

Sales of Nature’s Source Scrubbing Bubbles tub have plunged by 61%. At Stop & Shop, “Eco-friendly” people are switching from Clorox Green Works All-Purpose Cleaner to traditional Fantastic. Why? Because Fantastic is 40 cents cheaper. According to the NY Times,…