Research and Markets has announced the addition of the "It’s Not Easy Being Green! Part 1: Eco-Friendly Attitudes and Behavior among U.S. Internet Consumers" report to their offering. Are American consumers really “going green”? Are the products they buy, the activities in which they engage, and the attitudes they hold consistent with “going green”? Does the “greenness” of a product or service really make any difference when it comes to purchasing, say, a new PC? Are we truly adopting eco-sensitive behaviors?

No doubt due in part to the price of gasoline and oil products, and a growing awareness among consumers about global climate issues, the popular imagination seems squarely focused on what we can do to conserve our resources and preserve our environment. As with previous times in our history, however, what we (as companies and consumers) profess publicly often differs from our private conduct.

Pundits, politicians, and marketers may have been riding the “green” wave steadily for the past 6-12 months, but distinguishing this movement from a fad to a potentially significant shift in social evolution requires further contemplation of consumer behavior. Companies accurately targeting the “green” consumer could provide a compelling edge over competitors that could potentially propel this present trend into a substantial social movement of indubitable worth, thus effectively setting their brand ahead of the industry curve (not to mention the greater benefit to the planet).

The curiosity lies in whether today’s “green shift” is genuine, and whether real-world consumer behavior reflects public rhetoric. This report offers new research to help companies evaluate the “green” message as a viable strategy for differentiating one’s products and services. Again, the social worth is unquestionable; the persuasive value seems strong; but the green in our wallets may have a stronger pull than the green of our social disposition.

Key Findings From the Report:

• The optimal target for green technologies is not necessarily the most tech-savvy consumer.
• Most consumers participate in simple forms of green behavior such as recycling household debris or replacing incandescent light bulbs. However, more progressive green behavior (such as purchasing a hybrid automobile or switching to a non-fossil fuel-based energy provider) remains limited to less than 5% of adult consumers.
• More than half of adult consumers are to varying degrees concerned with the environmental impact of the CE and technology they buy and use, though only 10% express a critical concern. The fact that 42% of consumers lack any level of concern is alarming, given the public focus on environmental issues.