Two-thirds of Americans say they’re willing to pay more for sustainable products, even when no one else knows they’re doing it, according to new national research released today by Northwind Climate and Ceres. The findings, published in From Intention to Action: Inside the Mind of the Sustainable Consumer, reveal an increased intent to buy sustainably over the past two to three years, but trust, clarity and value still determine whether consumers follow through. The findings also point to a clear imperative for businesses responding to this demand. “Through our work,…
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