The Shelton Group (http://www.sheltongroupinc.com) reports:
Through the course of our study, we busted six big myths that marketers have long held true about green consumers:
1. Myth: Green consumers’ top concern is the environment.
When asked to identify their top concern, the economy, by far, is No. 1 (with 59 percent calling it their top concern) and the environment falls far behind (8 percent).
2. Myth: Green consumers’ main motivation when reducing their energy use is to save the planet.
When asked the most important reason to reduce energy consumption, 73 percent chose “to reduce my bills/control costs” and only 26 percent chose “to lessen my impact on the environment.”
3. Myth: Green consumers are all-knowledgeable about environmental issues.
For example, the survey asked, “From what you have read or heard about CO2 (carbon dioxide) please place a check beside any of the following statements you think are true.” Almost half (49 percent) chose the incorrect answer, “It depletes the ozone layer.”
4. Myth: Green consumers fall into a simple demographic profile.
While the study detected some demographic tendencies, it found that green consumers aren’t easily defined by their age, income or ethnicity. Instead, the survey found that green consumers generally share one of two mindsets. The Engaged Green Mindset is marked by optimism, extroversion, and a propensity to try new things - and is more likely to respond to themes of innovation and possibility. The Mainstream Green Mindset is more pessimistic, introverted and apt to like things known and tried - responding to themes of security and reliability.
5. Myth: Children play a big part in influencing their parents to be green.
Only 20 percent of respondents with children said their kids encouraged them to be greener - promoting recycling and turning off the lights, for example.
6. Myth: If people just knew the facts they’d make greener choices.
Green Living Pulse shows that knowledge does not always lead to behavior. Individuals who answered all of the science questions correctly did report participating in a significantly higher average number of green activities - such as driving a fuel-efficient car or lowering their thermostat. However, the 25-34 age group consistently answered the question correctly, yet, on average, their green activity levels were lower than those of older respondents.