A major problem with green consumerism is the unwillingness of most consumers to pay higher prices for more environmentally sustainable products. Grail Research, a consumer research company, has found "that although 85% of US consumers claim they buy green, fewer than 8% actually do". Similarly a 2008 study funded by the UK Economic and Social Research Council found that although 30% of consumers reported they were very concerned about environmental issues "the market share for “ethical foods”, one of the most visible segments of the green market, has yet to crack 5%."
Other problems include:
Misleading ClaimsIncreasing ConsumptionBit-Less-Bad TrapDifficult ChoicesLimited Choice