Study: Shoppers value eco-friendliness over price

Progressive Grocer: Although some recent consumer research indicates that you'll still need a crowbar to pry open the majority of shopper's wallets, the ORC Guideline reports that many Americans are willing to part with their precious dollars to support eco-friendly initiatives.

The national survey found that a product's "energy footprint" influences 77 percent of consumers' purchasing decisions, with 76 percent willing to pay more at the register for environmentally friendly products.

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