22 Apr '11, 6am

Study: Green Too Fringe for Mainstream

Study: Green Too Fringe for Mainstream

Green feels niche, not normal : 50% of Americans think green products are for “Crunchy Green Hippies” or “Rich Elitist Snobs.” Green products cost too much : cost is the top obstacle, it’s like a sustainability tax, but Americans feel a social and emotional cost of feeling different or judged. Green guilt turns people away : as guilt increases, Americans feel a need to retreat to the comfort of ignorance. They give up. Green is not seen as masculine : 82% of Americans feel going green is more feminine than masculine, precluding men from doing things that may be noticed. Mainstream brands are favored : 73% of Americans prefer mainstream brands, making acceptance difficult for specialized companies with environmentally responsible products. Carbon calculus is confounding : 82% of Americans have no idea where to start when calculating their carbon footprint. Which means they’...

Full article: http://www.jetsongreen.com/2011/04/mainstream-green-niche...

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