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	August 11, 2008 Green Attitudes Don't Guarantee Green Actions The Hassle Factor Limits Adoption, And That Means Market Researchers Have Much Work To Do by Ted Schadler with Roxana Strohmenger, Elise Godfrey	Average: 7  (1 rating)

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Executive Summary

Consumers feel green. In fact, 60% of consumers are worried about the environment, and 45% are worried about global warming. But they are much less likely to act green, especially if acting green is a hassle. For example, only 7% of consumers have paid more for an energy-efficient appliance. What's worse for marketers, feeling green doesn't lead to acting green for high-hassle actions. And that means marketers must create the value of green and then hope that consumers will respond. The call to action for consumer market researchers? Rev up the green research engine, and help plot the best path through the green consumer jungle.

TABLE OF CONTENTS

• A Majority Of Consumers Feel Green
• But Green Behavior Is Harder To Find
• The Bad News: Green Attitudes Don't Always Mean Green Behavior

RECOMMENDATIONS

• Research Three Questions To Help Green Marketing
• Related Research Documents

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