Green products won’t necessarily keep a company out of the red: Many businesses are concluding that eco-friendly marketing campaigns simply don’t work. Forty-one percent of U.S. consumers say they don’t buy green products because they fear inferior performance, according to a Roper poll, and most say they prioritize convenience over ideology when making purchasing decisions. The result? Recycling rates are down, single-serving packaging is up, and fewer products are marketed as eco-friendly. Some environmentalists blame the problem on confusion generated by inconsistent, and hence untrustworthy, labeling systems for ostensibly environmentally friendly products.
