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Publications > Research Papers > Canadians Struggle to Make Sustainable Choices
Canadians Struggle to Make Sustainable Choices

Funded by a grant from Industry Canada’s Contributions Program for Non-Profit Consumer and Voluntary Organizations, a multi-stage study was conducted in 2010 to provide a snapshot of Canadian green purchasing behaviour at the household level. Shoppers were intercepted outside retail stores in Guelph and Montréal and asked about their purchases. Willing participants then completed an inventory at home, recording which of 115 products and 20 services they had on hand and identifying which ones they considered to be sustainable. A follow-up telephone interview captured their thoughts on how to determine sustainability. Findings are summarized and discussed, and conclusions are drawn regarding the barriers and opportunities associated with increasing Canadian consumers’ green purchasing behaviour.