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St. Louis, Young consumers appear split on the importance of green marketing. In a recent Maritz survey, 50% of Gen Y consumers said that a retailer's environmental policy and sustainability did not influence their shopping behavior. When asked to describe their attitude toward a retailer's eco-friendly positioning, 46% said they would shop at a retailer more if they were environmentally friendly, while 54% said it wouldn't affect their behavior.
When it comes to purchasing products, about 47% of respondents said they would be willing to pay more for eco-friendly services, products or brands.