ABSTRACT
Soda bottles made out of plant-based material. Cars that run on water. Recycled leather handbags. Compostable snack food bags. It is hard to read a magazine, surf the Web, or watch your favorite TV show without seeing an advertisement promoting the environmental benefits of a product or service. This growth of green products and green product messages is attributed to Americans’ increasing desire to take action to help the planet. According to the most recent tracking poll by Integrated Marketing Services, half of consumers surveyed say they switch brands of the products that they purchase based on environmental criteria in order to select one that they see as environmentally friendly. Furthermore, more than 40 percent of all consumers are willing to pay extra for products with green characteristics (Green Home, 2011).
