A growing number of the population is jumping on the sustainability band wagon. Customers want, or at least say they want, products that do little or no harm to the environment. They want to buy locally grown food. They want to control emissions of green house gases.
They want all of these things, until faced with decisions that fundamentally change their daily lives.
They don’t really want to give up their SUV for a hybrid vehicle or, heaven forbid, they use public transportation. All we have to do is look at the vehicles on the road.