Published in the early part of 2006, a new report – “I will if you will, Towards Sustainable Consumption” – has analysed a series of focus groups with citizens and business and looked at the history of how green products are produced and sold.

Alan Knight, co-chair of the UK’s Sustainable Consumption Roundtable, a joint research venture between the National Consumer Council and the UK’s Sustainable Development Commission, offered his interpretation of its findings at a recent Ethical Corporation conference.

Overall, Knight told the conference, consumers said it was not easy enough to live a sustainable lifestyle, and feel they need help to do so. Meanwhile business told the researchers that “we’ll do more if it’s easier”.

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