Sustainable practice in a bottle: do consumers really care?

Reports have indicated that consumers are changing their views toward environmentally sustainable practices to the degree that they now seek these products, even at greater expense. Other reports are saying the opposite, that environmentally friendly products are slow to take off due to the perception that these products do not offer any special benefits and that consumers distrust claims made by these companies (Bhaskaran, Polonsky, Cary and Fernandez 2006). Barriers to purchasing environmentally sustainable products include higher costs and the confusion over concepts like organic, biodynamic, green and environmentally friendly.