While consumers favor green marketing and environmentally-safe products, actual purchases will occur only when all things are considered equal, such as price, quality, convenience, and performance.

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Consumers may express a preference for green marketing and environmentally-safe products; however, when it comes to actual purchase decisions, other factors such as price, quality, convenience, and performance will also play a crucial role. Therefore, all things being equal, consumers are more likely to choose the products that offer the best combination of these factors.

While Consumers Favor Green Marketing and Environmentally-Safe Products, Actual Purchases