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  "documentTitle": "Green by Default",
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      "text": "We wanted to find out what consumers, especially those in emerging markets, really care about when looking for more eco-friendly options. What’s a compelling value proposition that drives green purchases in these regions?",
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      "text": "However, focusing only on this group of consumers ignores the majority and leaves considerable opportunity on the table. Our research found that while a minority of consumers are indifferent to green products, more than half are what we call practical green consumers. These are people who are somewhat drawn to green options, but aren’t necessarily attracted to what’s available today. Instead, they’re on the lookout for better value and simpler alternatives. They’re attracted to practical product attributes, like durability and multifunctionality.",
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      "text": "About a third of our sample — not an insignificant percentage — can be identified as prominent green consumers. These individuals are deeply concerned about the environmental consequences of overconsumption. They’re attracted to product attributes with green certifications or recyclable materials. And they consistently choose eco-friendly options, regardless of price or convenience. Most green offerings available today primarily target this group, and with good reason.",
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      "text": "Our analysis of over 25,000 consumers over 22 countries — 18,500 of whom live across APAC, LATAM and MEA — suggests that there’s another way.",
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      "text": "Aside from consumers who really care about the environment and those who [do not], there is a third group of consumers whose primary decision-making is based on the product, the brand, and how appealing it is to them. For [them] sustainability will only become a consideration if the products that they are looking at have a similar quality and price.",
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