"The number one concern is getting the lowest possible price," said Goldenberg. "Eco-friendly products are drawing a lot of interest, but not if that means paying more."

戈登伯格说：“消费者首要的考虑因素是争取尽可能低的价格，环保产品引起很多人的兴趣，但如果要花更多的钱，那又不一样了。”

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Even conventional grocery stores are full of products that claim to be "green," "carbon neutral," "eco-friendly," or the big one - "natural."

现在就连传统的食品杂货店也要求全部商品是“绿色的”，“碳平衡的”，“环保的”，或者更严格的要——“纯天然的”。

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"We don't want green, eco-friendly products to be in a ghetto in the corner, we should be making all products more environmentally friendly," he said.

他说“我们不希望绿色环保的产品被堆放在角落里，我们应该使所有的产品更加环保”。

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Kingfisher, the European home improvement group, generated a tenth of retail sales from eco-products in 2011.

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Along the way they identified a niche: those who liked eco-friendly products but weren't hard-core "granola" types.

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"I've been very impressed by the eco-friendly products and the overall appearance of the store, " he says.

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