Although research shows consumers are sensitive to ecological issues, they may not be willing to purchase a given product or service solely on the basis of its environmental claims.They may be unwilling to sacrifice convenience and pay higher prices to protect the environment and

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Many consumers may be skeptical of a product's environmental claims due to the prevalence of "greenwashing" in marketing, where companies make exaggerated or false claims about the eco-friendliness of their products. This confusion can make consumers hesitant to purchase products solely based on their environmental claims.

Although Research Shows Consumers Are Sensitive to Ecological Issues, They