According to a study conducted by the branding firm Landor Associates, 58 percent of the general population doesn't care if the products they buy are environmentally friendly. This group doesn't care about green practices such as recycling, corporate social responsibility or natural and organic ingredients.
Only 25 percent of respondents consider themselves "green interested," meaning that while members of this group are concerned about the environment, they are not active in its defense. The remaining 17 percent consider themselves "green motivated," meaning they feel it's very important for a company to be environmentally responsible.
Green-motivated consumers base their purchase decisions on whether or not a brand reflects green behavior in its packaging, ingredients and corporate practices.