Consumers will pay a small green premium but are more likely to change their

    A new report reveals findings from 30 years of research on Socially
    Conscious Consumerism

LONDON, ON, Sept. 23 /CNW/ - Consumers are willing to pay an average 10 per cent premium for sustainable goods and services, according to a new report from the Network for Business Sustainability.

The Network - a collaboration of academics, consultants, NGOs and corporations - commissioned a review of 30 years of research on whether consumers will reward companies for their positive sustainability actions by either paying more for socially conscious goods and services or by changing their behaviour.

"What we found is consumers will pay a small green premium, but they are even more likely to make a more socially conscious choice," said June Cotte, Associate Professor at the Richard Ivey School of Business and lead researcher on the project. "So instead of paying for a green shopping bag, they will bring one from home."

Every year a group of leading businesses from across Canada identify the greatest challenges facing Canadian business. From that list, the Network commissioned a thorough review on everything we know, and do not know, about socially conscious consumerism. The findings were generated from a broad search of over 1,700 published articles.

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For further information: For further information: Jo Ann Robinson, Communications Manager, (519) 661-2111 x88107,

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