The impact of behaviors
An important finding of this research is that consumers who consider
environmental issues when making a purchase are more likely to spend more
for green products. In fact, 80 percent of these respondents said they refuse
to buy products from companies accused of being polluters. Companies who
do not follow environmental regulations or who ridiculously take advantage
of the green movement to increase sales are therefore exposed to customer
boycott. For example, Procter & Gamble and Wal-Mart were publicly
criticized for putting a green label on a brand of paper towels made of
chlorine-bleached unrecycled paper and packaged in plastic, simply because
the inner tube for the towel was made of recycled paper (Cairncross, 1992).