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USA Today reports that “overall spending in the green marketplace is tough to measure because there are so many products and so many terms that fit the description. Yet, sales in the healthy product market, which includes green products as well as those promoting personal health or benefiting the environment, totaled $722 billion in 2009, up 41% from 2004, according to Mintel International Group. The market is expected to hit $992 billion by 2014 ... More than half of consumers say they would pay more for a product if they knew it was better for the environment, according to a national poll conducted this month by ad agency Venables Bell & Partners.”

However, as the story notes, there are plenty of “overhyped and overpriced” products that say they are green but really aren’t, and that muddle up the marketplace making it harder for green-inclined consumers to make impactful choices.
KC's View:
It probably is a business that most retailers don’t want to get into, but it seems to me that there is a opportunity here for savvy marketers to take it upon themselves to weed out these so-called “greenwashed” products. If a store can say that it is taking the initiative to separate the wheat from the chaff, it conceivably could create a greater level of trust among its shoppers, developing a tangible sense of community.