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Research: Actually, Consumers Do Buy Sustainable Products

Research: Actually, Consumers Do Buy Sustainable Products

Executive Summary For years, brand managers have groused that consumers say they intend to buy sustainable products but don’t actually buy them. Companies have used this conventional wisdom as justification for not making their products more sustainable. A new study, looking at the sales from 2013 to 2018 of products marketed as sustainable, finds the conventional wisdom isn’t true.

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