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Narrowing the 'green gap' for homeowners

from By Michael J. Berens

Marketing researchers call it "the green gap" — the difference between the universe of consumers who say they care about conservation and protecting the environment and the universe of those who act on those values when making purchases. Following the onset of the Great Recession in 2008, the green gap widened considerably as the state of the economy, job market and housing market became top-of-mind with consumers. Recently, however, the trend has been moving in the other direction, with more consumers expressing a renewed commitment to a greener lifestyle. more

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