Study: 'Green' Products Leave Consumers Puzzled | Adweek Study: 'Green' Products Leave Consumers Puzzled | Adweek
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Study: 'Green' Products Leave Consumers Puzzled

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The good news is consumers are "going green." But the bad news is they are still pretty green when it comes to understanding what the term really means.

"Here's the big ah-ha!," said Suzanne Shelton, CEO of Shelton Group, a Knoxville, Tenn.-based ad agency that specializes in energy efficiency and sustainability. "If you were an alien and you landed on the planet in April of this year, you would think that the 'green' market was pretty mature because you'd be hearing about it everywhere