Sustainably produced, “green” products have captured the attention of an increasing number of shoppers. While consumers are not sure exactly how sustainability is measured or determined, they embrace the concept of caring for the environment and preparing for future generations.

Understanding ‘Green’ ConsumersA December 2008 online survey by Strategy One found three-quarters (75%) of adults surveyed agree that eating green or sustainable foods will help me lead a life that is good for my body and the environment. A majority o…

Figure 1.Rankings of a list of ethical and environmental business practices that consumers around the globe support through product purchases. From Curry, 2007.

Figure 2. Comparisons of energy transportation costs by car, airplane, highway truck, railroad, and ship. From Thompson, 2009.

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