Buying green isn't just for the affluent. New research conducted by veteran marketer Jeff Dubin has revealed that a significant group of female consumers who currently buy few green products are eager to green their purchases. Based on a survey and in-person interviews he conducted with 650 women, Dubin upends conventional wisdom by saying that there is a group of mainstream women (i.e., those women who are not very green currently) that want to green their purchases but who are stymied either because they are unaware of green brands, can't find these brands in the stores where they regularly shop, or because they perceive the brands to have a high price tag. The book is full of many other interesting conclusions. One is that women who identify as politically liberal are no more likely to buy green products than women who identify as conservative. It turns out that those women that identify themselves as politically independent are the most frequent consumers of eco-friendly...

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