Majority of Americans Embracing Living ‘Green’

NEW YORK — Americans may be “greener” than they think when it comes to doing their part for preserving the environment, with many participating in more than two “green” activities as part of their regular routine.

That’s the conclusion of a recently released lifestyle survey aimed at gaining an in-depth understanding of people’s relationship to the burgeoning “green” movement and how it fits into their lives. The study, entitled “Moving Consumers from Green Interest to Green Action,” was conducted by Insight Research Group in partnership with HGTV and the Natural Resources Defense Council, a non-profit organization of scientists, lawyers and environmental specialists dedicated to protecting public health and the environment.

The research, whose results were announced late last year, revealed that more than 84% of respondents believe “it is a moral obligation” to care for the environment, and 86% 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.

Not surprisingly, given the increased media coverage of green topics, the study further found that 40% of consumers say they are more aware of environmental issues now than they were in 2006. In addition, 81% of respondents think the current focus on environmental or green issues is “here to stay” rather than a “passing fad.”

The research also concluded, however, that a major barrier to becoming involved in more “green” actions is people’s trepidation that such activities may associate them with extreme political or environmental viewpoints.

“Until now, the communication around environmentally friendly lifestyles has been focused on an all or nothing approach, but this study shows that consumers want to understand the full spectrum of green activity – from choosing eco-friendly building and design products to recycling or using alternative forms of energy,” said Jim Samples, president, HGTV.

“They want to understand how what they do impacts their homes, neighborhoods and communities, without feeling that they have to make a political or social statement,” he added.

When asked why they participate in green activities, consumers reported the major motivators are that “it’s good for the environment” (82%), “it helps future generations” (78%),” “it’s healthy” (78%), “it’s the ‘right thing’ to do” (78%),
and “it fits with my morals or beliefs” (73%).

Interestingly, Insight Research Group’s consumer segmentation, People’s Approach to Green and the Environment (PAGE), revealed that consumers who are the most green, “Green Gurus” (17%), regularly participate in 4.1 green activities, while the rest of consumers – which includes Conscientious Citizens (24%), Guidance Seekers (24%) Bystanders (17%) and Hype Haters (18%) – are not far behind, regularly participating in an average of 2.5 green activities.

However, while many responded that “the best way to solve current environmental problems” is through individuals (72%) and businesses (64%) taking responsibility, most admit they can’t distinguish between the reality and the hype, and report it is hard to know what actions are truly good for the environment.

Furthermore, the research showed that Americans would be willing to do even more if they understood how a particular green action could help the environment, as well as benefit them personally. In fact, 78% said they are “willing to make a lifestyle change for the good of the environment.”

As part of its charitable initiative, “Change the World. Start at Home,” 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, according to Samples.