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3. Not taking into account the intelligence and commitment of this audience

Those who think about green issues usually tend to do research about the topic and question the products they buy to see if they are green enough. In addition, they worry about fair trade and also LOHAS, Lifestyles of Health and Sustainability.

For many green shoppers, it is not just a case of buying a tube of toothpaste. Any purchase is part of an entire focus on holistic living. They consider price and quality, but also raw materials, where they come from, if products are tested on animals, and so on. They read labels and do background research, so your product needs to be able to stand up to this kind of intense and intelligent scrutiny if you are to succeed in business.

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