Isra-Mart srl:GreenDeals aims to be a Groupon for green shoppers

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Isra-Mart srl news:

Green America, a network of environmentally and socially responsible businesses, is trying to shift the group-shopping mentality to a greener place.

The organisation yesterday launched a "Groupon for Greenies" called GreenDeals, which offers a similar service as the widely popular coupon website, but focused on offers from green companies.

GreenDeals was created in partnership with Q4 Marketing, and the groups say that more than 100,000 people signed up to use the service when it was in its beta-testing phase.

"GreenDeals helps Americans who are tightening their belts live a green life and save money at the same time," Green America Executive Director Alisa Gravitz said in a statement. "From household necessities to great gift ideas, GreenDeals provides terrific products from businesses that have been screened by Green America for their social and environmental responsibility."

Although Groupon is a hot commodity, having received -- and denied -- a $6 billion buyout offer from Google recently -- it remains to be seen whether the vast number of consumers who tell surveys that they value sustainability and green products will do so in the social-buying space.

GreenBiz.com's executive editor, Joel Makower, has written repeatedly about the gulf between what people tell market analysts and pollsters, and what they do when shopping.

Perhaps the GreenDeals model will take off because shoppers who might waffle on a green product on store shelves will be unable to resist a deal. And Green America says green businesses are lining up to take part in the new green daily deal, in large part because of the desirability of the well-to-do LOHAS market.