Green Attitudes Don't Guarantee Green Actions

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.