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Consumers Avoid Green When Their Wallets Lack It

Sales of environmentally friendly products have been hit by the economic downturn, at least in some cases.

In 2008, sales of Clorox Green Works products topped $100 million. But the recession has changed that, ending consumers' affection for saving the planet. While farmers' markets and Toyota's Prius are the exception, green sub-brands of big home products brands are limping now. Sales of Green Works products have fallen to $60 million a year and similar lines from other manufacturers have fallen as well. Analysts say even a few extra pennies for a cleaning product that also cleans your conscience may be too much for consumers now: Clorox Green Works All-Purpose cleaner is $3.29 at Stop & Shop. The same sized bottle of Fantastik is $2.89.

However, while the green sub-brands of major manufacturers like Clorox have taken a big hit, those of smaller, independent brands whose raison d'etre is environmentally friendly products -- Seventh Generation and Method, for example -- are actually rising, according to Sanford C. Bernstein & Co.

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