A survey by the New Zealand Business Council for Sustainable Development (reported here) suggests a decline in green consumption by New Zealanders in 2008, and, compared to last year, fewer people have ‘green intentions’ for the coming year. Commenting on the survey, the splendidly named Rick Starr, a marketing academic, said people were intrigued by the idea of buying green “but when it comes down to actual purchase it’s hard to find products that fit. Green options for people are limited. … Although people have good intentions and would like to be greener, sometimes it’s hard to do that. Walk into a supermarket and look at how little organic produce there is.”
Is it hard to be a green consumer simply because the purchasing options are limited, as Starr suggests? Is the answer simply to get more green product onto supermarket shelves? Or is something more complex going on here?