Save or Share this Report

For B2C Marketing Professionals

Green Attitudes Don't Guarantee Green Actions

The Hassle Factor Limits Adoption, And That Means Market Researchers Have Much Work To Do

August 11, 2008

Primary author headshot


Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


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

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

Recommended Research