August 26, 2010 09:00 ET

Groupon Site Capitalizes on Growing Demand for Green Products

VANCOUVER, BRITISH COLUMBIA--(Marketwire - Aug. 26, 2010) - Social enterprises are utilizing the Internet to capitalize on a movement towards green consumerism. A recent study from TerraChoice Marketing showed 91 per cent of purchasers believe they will patronize companies that sell eco friendly products.

Social entrepreneurs like Annalea Krebs, founder, of and, say the Internet is a great way to connect with locals looking to support sustainable businesses. Krebs's latest web venture, ethicalDeal, links locals to green businesses in their communities, offering them discounts through the power of group buying.

"We wanted to give consumers extra incentive to buy from local, sustainable companies and also raise the profile of companies offering green products and services," said Krebs. "Some consumers resist buying ethical products because they think they're too expensive, the quality isn't as good, or they don't know where to buy or what to trust. ethicalDeal makes it easy by organizing exclusive deals on the best green stuff to do, see and buy in your city."

ethicalDeal follows a similar format to Groupon, a deal-of-the-day website, which has gained a cult following on the Internet. The main difference being, ethicalDeal will only partner with companies that are involved in the green movement. Experts predict to see a rise in sustainable social commerce sites as the market demand steadily rises.

EPIC, Western Canada's largest ethical consumer show experienced a 22 per cent increase in visitors between 2008 and 2009 - during a time when the recession was at a high point. In the four years they've run the show, they've seen a steady increase in attendance.

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