United States-Recession slows down green movement.

UNITED STATES-GREEN MOVEMENT SLOWS DOW IN RECESSION.

The deepening recession has hurt the ’green’ movement, with the number of US consumers who almost always or regularly buy eco-friendly products remaining flat at 36%, according to new research from Mintel. The report notes that at the same period last year, the number had tripled from 12% in 2007.

The research found that cost seems to be the main factor, with about 54% of those surveyed saying they would buy more green products if they were cheaper. The survey also found that the majority are willing to pay only a little extra for green products.

Other key findings of the report include – organic food is still the mainstay of this segment; under-35s constitute the largest category of green shoppers; and ’green’ companies are likely to benefit from new industry regulations.