Increasing numbers of consumers are considering green factors in theirpurchase decisions. According to Forrester Research, 41 percent of theU.S. population are either interested in or are already purchasing fromgreen companies or they are choosing green products and services. TheNatural Marketing Institute reports that 63 million adults in the United States are considered Lifestyles Of Health and Sustainabilityconsumers.
LOHAS consumers spend more than $230 billion dollarsper year and are much more likely to purchase from a company that shares their green values.
An extensive survey of 1,254international executives by the Economist Intelligence Unit on corporate responsibility showed that do-gooder companies [companies thatimplement strong green programs] … saw profits rise 16% last year  and enjoyed price growth of 45%.” Perhaps the most interesting aspectof this study was that “companies that rated their own sustainability[green] practices poorly registered only 7% profit growth and 12% pricegrowth.
Although current research on consumer attitudes towards green is murky, taken as a whole this data offers compelling reasons for businesses toimplement green programs and communicate green efforts to customers.