Consumer behavior is pushing buyers to reject green products. The majority of consumers believe that the prices are high, the products are inferior, and being green is feminine. Consumers want green products that emphasize the benefits of their use more than their environmental appeal and they want them at the same quality and price as mainstream products.
The implementation of de-risking by consumers (and potentially voters) is a growing force for restoring the economy, environment and jobs. There is emerging market research that point to consumers embracing de-risking as a key lifestyle component. And there is also growing business documentation that aligning with this de-risking trend affords an attractive revenue growth path for businesses offering de-risking solutions.