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Q: How might a qualitative research company lessen the senior-level executive’s skepticism?
A: Executives cite insufficient return on investment (70%), down from 78% in 2010; consumers? unwillingness to pay a premium for green products or services (66%), down from 71% in 2010; and, [ difficulty in evaluating sustainability across a product life cycle (44%), down from 45% in 2010, as the top barriers to more businesses ?going green? in 2011. Though the only statistically significant change
between 2010 and 2011 is the 8 percentage point decrease in the proportion of executives citing ROI as a barrier, these year-over-year differences suggest a downward movement that will be verified through future research. ]
jomsday|Points 415|
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Asked 5/19/2012 6:09:45 PM
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