There is evidence, for example, that in product decisions where other product attributes are assumed to be similar, environmental factors such as recycled content or environmentally sound packaging can influence a significant percentage of the buyers. Environmental factors are thus clearly an influencing factor, both in terms of product selection, and in the selection of places to shop. However, there are limits. This apparent gap between consumer intent and consumer practice points to a large latent market for goods, products and services which can be marketed as environmentally sound in a convincing manner. Anecdotal evidence indicates that two key issues related to environmental purchasing are education and credibility.
Credibility is more difficult to address.
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