The Fragile Commitment of the New Green Consumer

By Collin Cole - August 8, 2011

When you’re passionate about something, it’s easy to maintain your commitment. For years, environmentalists have sorted trash to recycle and protested for stricter emissions standards. They’ve paid a premium for energy-efficient products. But what about consumers that are on the fence? Those who want to be environmentally responsible, but won’t chase it any cost? Setbacks in their early efforts to choose greener products and services can quickly shatter the best intentions.

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