NEW YORK-- When it comes to doing their part for the environment, Americans may be "greener" than they think, with many participating in more than two "green" activities regularly.
A new study entitled "Moving Consumers from Green Interest to Green Action," conducted by Insight Research Group in partnership with HGTV and the Natural Resources Defense Council, set out to gain an in-depth understanding of people's relationship to green and how it fits into their lives.
The research found that more than 84 percent of respondents believe "it is a moral obligation" to care for the environment and 86 percent already participate in at least one green activity such as conserving energy at home, recycling, driving a fuel efficient car, buying recycled products or picking up litter. However, the research also found that a main barrier to doing more "green" actions is people's trepidation that such activities may associate them with extreme political or environmental viewpoints.
Not surprisingly, given the increased media coverage of "green" topics, the study found that 40 percent of consumers say they are more aware of environmental issues now than they were in 2006. In addition, 81 percent of respondents think the current focus on environmental or "green" issues is "here to stay" rather than a "passing fad."
As part of its charitable initiative, Change the World. Start at Home(SM), HGTV, in partnership with organizations such as Natural Resources Defense Council, Rebuilding Together and the National Trust for Historic Preservation, will help consumers identify "green" activities that can contribute to environmental preservation. In addition, the network will premiere new "green" series and episodes in 2008.
Insight Research Group
www.insightresearch.biz
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