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Contact: Vicki Cohn, (914) 740-2156, vcohn@liebertpub.com
80% of Consumers Want to Buy "Green" Products

New Rochelle, NY, April 23, 2013—New biobased chemicals and materials, and consumer products derived from renewable resources have a smaller carbon footprint and environmental impact than their petroleum-based alternatives. How do consumers around the world view these emerging "green" products and what is driving their commercial growth? These are among the topics discussed in a Roundtable Discussion moderated by Brent Erickson, Consulting Editor of Industrial Biotechnology, a peer-reviewed journal from Mary Ann Liebert, Inc., publishers. The article is available on the Industrial Biotechnology website.

Participating in the Roundtable entitled "Consumer Attitudes on Renewable and Sustainable Chemicals" were panelists Jenny Cross, Mohawk Industries, Dalton, GA; Steven Devlin, Center for Industrial Research and Services, Iowa State University, Ames; Jack Huttner, Huttner Strategies, New York & Washington, DC; Damien Perriman, Genomatica, San Diego, CA; and Jeremy Xu, DuPont Industrial Biosciences, Palo Alto, CA.

Brent Erickson, Executive Vice President, Industrial & Environmental Section, Biotechnology Industry Organization (BIO), led the participants in a lively discussion of recent survey results related to the desire to purchase and use sustainable materials and products. The surveys reflect the opinions of consumers from North America and China and from one targeted U.S. region.

The panel also explored topics such as consumers' understanding of the terms used to describe sustainable chemicals, such as biobased, biodegradable, and recyclable. They also discussed what product features are most attractive to consumers, what may influence their buying habits, and critical factors driving market growth now and in the future.

“Opportunities in the global bioeconomy will be seized by innovators and entrepreneurs that have a solid grasp of the shifting scientific, technical, and market landscapes, and IB provides an upfront view for how the industrial biotechnology community is seizing the day," says Larry Walker, PhD, Co-Editor-in-Chief and Professor, Biological & Environmental Engineering, Cornell University, Ithaca, NY.

About the Journal
Industrial Biotechnology, led by Co-Editors-in-Chief Larry Walker, PhD, and Glenn Nedwin, PhD, MoT, is an authoritative journal focused on biobased industrial and environmental products and processes, published bimonthly in print and online. The Journal reports on the science, business, and policy developments of the emerging global bioeconomy, including biobased production of energy and fuels, chemicals, materials, and consumer goods. The articles published include critically reviewed original research in all related sciences (biology, biochemistry, chemical and process engineering, agriculture), in addition to expert commentary on current policy, funding, markets, business, legal issues, and science trends. Industrial Biotechnology offers the premier forum bridging basic research and R&D with later-stage commercialization for sustainable biobased industrial and environmental applications.

About the Publisher
Mary Ann Liebert, Inc., publishers is a privately held, fully integrated media company known for establishing authoritative peer-reviewed journals in many promising areas of science and biomedical research, including Environmental Engineering Science and Sustainability: The Journal of Record. Its biotechnology trade magazine, Genetic Engineering & Biotechnology News (GEN), was the first in its field and is today the industry’s most widely read publication worldwide. A complete list of the firm’s 70 journals, books, and newsmagazines is available on the Mary Ann Liebert, Inc., publishers website.