While the majority of consumers around the world (83%) say that it is important that companies implement programs to improve the environment, only 22 percent say they will pay more for an eco-friendly product.

In 2007 being ‘green’ went mainstream with rise in the number of people wanting to shop in a sustainable way. Then the global recession hit and holding down jobs and paying the bills became a consumer priority over “ethical consumerism.” How will shoppers react when the economy rebounds?

Thanks to the consciousness-raising film An Inconvenient Truth and the Live Earth concert series, global awareness of environmental issues has increased, prompting attitudinal changes, but consumer behavior at retail is changing more slowly.