Recognizing our impact as individuals is critical. But as business owners, we have even more purchasing power and potential profitability in the push to “go green.” Consider a recent study by Miller-Zell. The study shows that 1/2 of all shoppers indicate a willingness to pay a premium for green products. Plus, 79 percent of shoppers are more likely to pay a premium at for green groceries. Boomers tend to be less likely to spend on green products than Gen Y shoppers, 62 percent of whom are more willing to pay for green items.
—Helen Han, NAWBO President and CEO