Despite growing interest in the environmental issues consumers are generally becoming less willing to pay higher prices for so-called green products, according to the market research firm Yankelovich Inc.
Concern about the environment is primarily increasing among consumers in two age groups, individuals 16 to 29 and individuals 30 to 43 years old.
However, among all consumers the environment is apparently less of a concern. Only 49% of consumers indicated they feel environmental problems are severe. Only 41% express high levels of personal concern about environment, according to Yankelovich.
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