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Mintel Finds U.S. Shoppers Less Interested in Going Green

Growth slows down in market due to cash crunch, says report

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By: TOM BRANNA

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The economy is starting to cast a shadow over green living’s glow. According to new consumer research from Mintel, the number of Americans who say they almost always or regularly buy green products remains unchanged since last year, at 36%. This comes after tripling the previous year (from 12% in 2007 to 36% in 2008, according to Mintel consumer survey data). Marcia Mogelonsky, Ph. D and senior research analyst at Mintel, explains the shift in green shopping behavior: “People’s pr...

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