June 11, 2024
News
In an article by Plastics Today, CTL Director Yossi Sheffi's book Balancing Green: When to Embrace Sustainability in a Business and When Not To was quoted to demonstrate how consumers will often decide to not pay a higher price for more sustainable products.
“In the checkout line, we don’t tend to put our money where our environmental mouths are, regardless of age. Although some surveys show that most consumers say they want sustainable products, sales data show that only a small percentage are willing to pay more to buy them.”