According to the 2008 Green Gap Survey, conducted by Cone LLC and The Boston College Center for Corporate Citizenship, almost four in 10 (39%) Americans are preferentially buying products they believe to be “environmentally friendly.” At the same time, almost half (48%) of the population erroneously believes a product marketed as “green” or “environmentally friendly” has a positive (i.e., beneficial) impact on the environment. Only 22 percent understand these terms more accurately describe products with less negative environmental impact than previous versions or competing products.
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