Going green is not a concern for most consumers in spite of a persistent focus from governments, media and business. This data is the results of a survey conducted by the Yankelovich survey of environmental attitudes. 2,763 consumers were polled. The results showed only 1/3- 34%, are more concerned about environmental issues that they were a year ago. Only ¼ feel as though they can make a difference when it comes to the environment.
Yankelovich president Walker Smith finds the results surprising. So much that they went back and checked out other recent surveys. Every poll shows that green issues have still not reached the level of concern that would cause people to pay more or incur any inconvenience in order to adopt a green lifestyle.
The Going Green study included a section on housing and housing products. Only a small group, about 13% of all adults over the age of 16, is sincerely enthusiastic with a behavior which equals their beliefs. These persons tend to be upscale, reside on either the East or West coasts, and are willing to pay the additional costs for green features.
Mr. Smith describes the majority of those surveyed as "relatively indifferent." People may show interest in going green, however are not willing to pay any additional costs or incur any inconveniences.
About 15% of people polled were dubbed "green speaks." This is a group which has high green values; however they are unwilling to put their beliefs into practice. One other group polled emerged from the study scoring higher on green practices than they did on environmental beliefs. Some people possess strong green behavior but their behavior is driven by monetary savings instead of a commitment to the environment.
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