Nashville retailer hopes to cash in as more join 'green' bandwagon
(Bonna Johnson)

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What do consumers buy?

Household cleaners and paper products are the most frequently purchased green product categories, according to a 2010 report by Mintel. Sales of green personal care products were estimated at $632 million in 2010, a 2.5 percent increase over the previous year.

Organic food is the most mature segment of the green market and sales grew 5 percent in 2009 to $25 billion, according to the American Organic Trade Association.

For Jody Norcio, the Green Wagon has helped turn her small home-based hobby of making chemical-free skin care products into a profitable operation. After launching the Eco Diva brand at the Green Wagon, her all-natural bug spray, eczema relief oil, moisturizing cream and body oil are sold at seven retailers.

"I was with Jennifer since the day she opened, and I've gotten some amazing exposure," said Norcio, who lives in Columbia, Tenn.

Nashville consultant Jeff Gowdy, who helped launch Walmart's sustainability program, which assesses suppliers on the environmental impact of their products, compares the future of green retailing to the Internet's potential of the 1990s. He predicts a boom.

"(Eventually), sustainability will be inherent in every job and every role," Gowdy said.