"But he SAID it was important to him!"

How often does someone tell you that their weight (or organic or the environment) is important to them, but then, when they have a chance to try a product or program that helps that, they flake? Research shows what we all know: there's almost always a disconnect between values people say they have, and what they actually do and spend money on. "A whopping majority of Americans shoppers may consider themselves environmentalists, but, according to the Journal of Industrial Ecology, only 10-12%