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Advertising Age Article Abstract

As More Marketers Go Green, Fewer Consumers Willing to Pay For It

Being Eco-friendly Is a $40B Business, But Shoppers Are Growing Resistant to Premium Pricing

Published: September 24, 2012

As businesses ramp up marketing efforts to save the planet and regulators ready new guidelines to police them, it's becoming increasingly apparent that consumers aren't paying as much attention. ...

Full Article Word count: 790

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