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Contrary to the idea that higher-income shoppers are most interested in “green” products, lower-income shoppers are actually driving demand for sustainable product purchases, per a study by Atlanta-based retail design and strategy firm Miller Zell.
The study revealed that while income doesn’t always indicate a bias toward green products, low-income shoppers are most willing to pay a premium for products marketed as green. Women are also more likely than men to pay more for such items.
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