The reasons for not buying are disbelief of claims as hype, and perceptions that individual behaviour will ultimately have no impact. Currently, there are very few green food products available. The environment is only one attribute among many. Packaging is the most visible and tangible aspect of environmental sensitivity. Industry's concern for the environment is high and many companies are taking initiatives.
Packaging receives the most attention.
Executive interviews were conducted include an industry perspective. A few participants voiced concern that the good intentions of senior management who establish these policies may not always filter down to the shop floor. Consumers are seen to ignore environmentally sensitive products, but punish those that are insensitive. It is easier to differentiate products on the sensitivity of packaging rather than the product itself. Once consumer awareness and regulatory pressures make it acceptable to reduce packaging, economics kicks in as a driving force - less packaging equals lower costs.