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Consumers not so green

Date 21 Feb 2007

Cynical consumers are suffering from ‘green overload’, and think there is little they can do to help the environment, according to a report. Market analysts Mintel have found that people feel powerless to make a difference and believe companies use green issues for their own ends. The research shows that one in five people are apathetic about the environment.

Despite high awareness of green issues, 17% are cynical about what they can personally achieve, and nearly a quarter (23%) of consumers are simply unsure how to lead a greener way of life. Just 16% of respondents felt they were doing everything possible to be eco-friendly.

Angela Hughes, Mintel consumer research manager, said mixed messages about the environment were making people switch off. She said: "Although there are no easy solutions to many of the environmental and ethical dilemmas which face society today, most consumers clearly need to be presented with simpler messages.”

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