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The latest research from the Natural Marketing Institute (NMI) about global LOHAS (Lifestyles of Health & Sustainability) trends reveals that:

• Approximately two thirds of consumers care about the environment but their purchases are primarily determined by price.

• Eight in 10 consumers are interested in some type of green product.

• U.S. consumers spent almost $300 billion on LOHAS-related products and services in 2008.

“With ‘green’ products increasingly becoming mainstream through the introduction of price-conscious options from players such as Walmart, Clorox, Safeway and others, consumers no longer feel bound to pay a premium price for environmentally friendly alternatives,” NMI says in a new report. “This underscores the importance of investing in product innovation and continuing to diffuse hurdles to competitive pricing of green products.”
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