More than nine out of ten respondents (90%) have incorporated some level of “greenness” into their daily lives – only 10% are not “green” at all. Although most respondents have integrated “green” activity into their daily lives, few (8.8%) are completely “green”. In fact, a large percentage (43.9%) of respondents is aspirationally “green” –incorporating a “few things that are green into their daily”, and another 37.3% “attempt to be as green as possible, but not 100%”. Interestingly, men lead women for being “completely green” - 12.1% versus 5.3%, respectively. (Chart 1)

Green” for Many Means the Environment and Recycling
By far, working for a better environment is the reason most often cited (58.6%) to go “green”. Women are significantly more likely than men to cite a better environment as a reason to be “green” - 64.9% versus 52.4%, respectively. The desire for a cleaner environment may explain why recycling at home is the most common “green” activity that respondents make a part of their daily life – with 44.2% saying they do so. The survey does reveal a surprising finding - respondents 35 years or younger are significantly less likely than all other age segments to be active at-home recyclers. In fact, respondents 55 years or older are nearly twice as likely as respondents 18-24 years to say they are active at-home recyclers – 54.1% versus 28.7%, respectively.

“Green” as a Lifestyle

It is interesting to note that there is a marked difference in the motivation to go “green” between aspirationally “green” respondents and those who identify themselves as “100% green”. Aspirationally “green” respondents clearly point to working for a better environment (61.3%) as the reason for incorporating “green” behaviors into their daily lives

– whereas only 38.1% of “100% green” respondents point to this cause. Among respondents who are “100% green” no one reason for being “green” clearly stands out. Rather many reasons cluster together to paint a portrait of a segment for which being “green” is not solely defined by personal actions such as recycling, but rather identifies their lifestyle. The top reason cited by the “100% green” segment included: to live a better quality of life (36.6%), good for the community (35.4%), desire to make a difference (32.9%), and to set an example for others to follow (31.5%).

The Greening of the Internet
The Internet is cited by more than one-third (39.4%) of respondents as the best source of information on “green” products and practices. It is followed by television (18.4%), friends and family (9.2%), newspapers (7.1%), magazines (6.5%), and books (4.6%). Among all age segments the Internet is considered the best source of “green” information followed by television – even among respondents 55 years and older. (Chart 2)

The most sought after online “green” content is healthy recipes (34.8%); followed by information on recycling (30.7%), alternative energy (27.6%), simple living (26.5%), and nature/outdoor living (26.5%). One of the more interesting findings from the study is the difference in what is the most popular “green” information sought by men and women

Consumers Recall “Green” Advertising Claims – But Skeptical
A broad majority (81.7%) of respondents notice claims made in advertisements that promote a company or a product as “green” or environmentally friendly. Over one-half (56.7%) believe “green” claims made in advertisements; however few (4.7%) “always” believe claims and one-half (52.0%) are skeptical at times of them. One out of ten (10.0%) say they never believe “green” claims made in an advertisement by a company or a product. Two-thirds (67.5%) of aspirationally “green” respondents believe “green” claims in advertising, compared to 58.2% of “100% green” respondents, and 32.3% of respondents who are not “green” at all.

Interestingly, 15% of respondents find “green” claims to be confusing or misleading. Men and women respond similarly; however, there are noted differences among age segments.

Among the youngest age segments, 10% of 18-24 years and 25-34 years find “green” advertising claims to be confusing or misleading. This number increases to 17% among the 35-44 years and 45-54 years age segments, and continues to rise to fully one-fifth (20.2%) of respondents 55 years or older.

Consumers Will Pay a Premium for “Green” Products
Overall consumers are willing to pay a premium for products they know are made out of “green”/ environmentally friendly or organic materials. The willingness to pay a premium, not surprisingly, is strongest among aspirationally “green” and 100% “green” consumers. Among the aspirationally “green” segment, food and household products hold the most interest – with consumers exhibiting a willingness to pay a premium for a number of product categories they know to be “green” including: produce (66.6%); juices and other bottled drinks (61.1%); household cleaners (59.2%); laundry detergents (58.7%); and packaged food (58.2%). Among the 100% “green” segment there is significanant willingness – over 80% - to pay a premium for all product categories. This willingness includes all food categories, as well as garden/landscaping supplies (84.4%), home improvement supplies (84.0%), bedding (83.3%), and health and beauty products (82.0%).