Wal-Mart Shoppers Embracing 'Earth Friendly' Products

BENTONVILLE, Ark. - Wal-Mart customers are increasing their purchases of several environmentally friendly products, including extended-life paper products, compact fluorescent light bulbs, and organic milk, the chain said in the first update of its Live Better Index data.

The index tracks the shopping habits of Wal-Mart customers who purchase "green" products.

Vermont takes the top adopter spot for the basket of "index" products, Wal-Mart said.

The Live Better Index was introduced this past April. At that time Wal-Mart's survey revealed that while 43 percent of Americans think they will be "extremely green" in the next five years, only 11 percent of Americans classify themselves as "extremely green" today.

Other findings from Wal-Mart's Live Better Index include:

-- Consumers nationwide helped Wal-Mart reach the goal of placing 100 million compact fluorescent lightbulbs (CFLs) into American households this year. California jumped to the top of the list for CFLs with an adoption rate of nearly 25 percent.

-- Rhode Island continues to lead the rest of the country in adoption of organic milk. Former frontrunners New Jersey and Connecticut have dropped in adoption rates to the number 19 and 14 spots, respectively, with Virginia and Colorado now tailing Rhode Island.

-- Arkansas now leads the way in adoption rates of compact laundry detergent, followed by Oklahoma and former leader New Hampshire at the number two and three spots.

-- While New Jersey formerly held the number 47 spot for the adoption rate of extended-life paper products, over the past six months it has jumped to the number one spot. Adoption rates of extended-life paper products have increased across the country, in part due to increased product offerings at Wal-Mart stores.

-- California continues to lead the nation with the top adoption rate of organic baby food.

In another earth-friendly bid, Wal-Mart said it will soon offer only concentrated liquid laundry detergent. The changeover is currently underway in the Southern region. The next wave will extend to the North and Midwest in February and finish in East coast states in April 2008.
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