ABSTRACT
The success of “green” products is hindered when consumers perceive them as overly pricey, less effective or inconvenient. To succeed, experts say, they must offer benefits beyond saving the environment. “If they [consumers] don’t see the product benefit and the cost is higher, it’s just difficult for them to go the extra mile,” said Magali Delmas, a professor at the Institute of the Environment and Sustainability at the University of California, Los Angeles.
