Research suggests that consumers prefer environmentally sensitive products, but are unwilling to pay a significant price premium.

Question

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Several studies conducted on consumer behavior have concluded that while consumers show a preference towards environmentally sensitive products, they are not willing to pay a significant price premium for them. However, they may be willing to pay a slightly higher price for eco-friendly products if they perceive them to be of higher quality or if the environmental benefits are clearly communicated to them.

Research Suggests That Consumers Prefer Environmentally Sensitive Products, but Are