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This report that takes stock of the growing demand for “green” products. Based on a BCG study conducted in July 2008 on green consumer attitudes among 9000 adults in nine countries and interviews with some 20 leaders, this report revisits some key questions: how is demand changing? What is the price elasticity of “green” products? What are the obstacles to eco-responsible purchasing and what are its drivers? With the bonus of excellent examples. Essential to update a number of our misconceptions about the real brakes on green buying.