Study: Retailers Need to Better Communicate Green Messaging

Although most shoppers (95%) are open to buying green, 67% looked for these products, 47% found them and 22% purchased them during their shopping trip, show the findings of research conducted with more than 6,400 shoppers by the Grocery Manufacturers Association and Deloitte.

WASHINGTON — Although most shoppers (95%) are open to buying green, 67% looked for these products, 47% found them and 22% purchased them during their shopping trip, show the findings of research conducted with more than 6,400 shoppers by the Grocery Manufacturers Association here and Deloitte.

It found that concerns about product performance and credibility of claims attribute to why some consumers opt not to buy green, while communication and product education are the biggest

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