The State of Green Consumers' Minds and Emotions

By December 06, 2007

According to the updated Green Brands 2.5 Research, there is an uptick in purchase intent for most consumers when it comes to green products and services, particularly those that are relatively simple to implement such as installi

ng environmentally friendly lighting and upgrading to energy-saving appliances.

Other attitudinal shifts worth noting:

90% of Americans agree that there are important green issues and problems, and 82% believe it is important for companies to implement environmentally-friendly practices.
Consumers perceive green as a direct and positive reflection of their social status, in addition to recognizing its broader value to society and the world.

Bright Greens remain sad and skeptical about the future outlook and one in three feel anger about the situation. They care most about the environment, animal rights and education.

One in five Dull Greens is satisfied with the current state of the environment. Dull Greens prioritize crime reduction, religious organizations and health care as their main causes.

As encouraging as these findings maybe overall, one should not forget the difference between absolute versus relative data. While it may be true that the majority of Americans care about the environment, voters’ polling data shows that green is not a priority, relative to other issues such as the war in Iraq, immigration, national security, jobs/unemployment, health care, and education.

By lamarguerite, a valued contributor of Atelier
For comments on this article,
email us at

Legal mentions © L’Atelier BNP Paribas