Eco-Friendly Consumer Products: How Willing Is the US Public to Put Its Money Where Its Mouth Is?

Increasingly, consumers and businesses are making an effort to “go green.” At home and in the workplace, people are engaging in a variety of eco-friendly activities, ranging from practicing the 3 Rs of waste management (reduce, reuse, recycle) to consciously using less electricity. Not only are many companies going green in the workplace, they are also producing environmentally-friendly products in response to public demand. While the market for eco-friendly products is unquestionable, are consumers really willing to put their money where their mouths are? Will they pay more for environmentally-friendly products, particularly in challenging economic times?