According to Mediamark Research & Intelligence’s Survey of the American Consumer, considering oneself “green” and actually following through with its philosophies are two entirely different things. The study showed that the 2% of the population that proclaim themselves green advocates are also among the most tech-savvy.
The survey examined different attitudes toward the environment and possible actions taken to support it, setting forth six distinctions of green-ness: Un-Green, Green at the Supermarket, Green in Theory, Green But Only If, Green at Their Best and Green Advocates.
Other findings include:
• 46% of U.S. adults say they neither think nor act green;
• Green advocates are 41% more likely to agree that technology helps make their life more organized;
• Green advocates are 36% more likely to be fascinated by new technologies and 30% more likely to agree that computers are a good source of entertainment; and,
• Green advocates are also 24% more likely than the average U.S. adult to prefer to use the Internet when booking travel and 23% more likely to be comfortable conducting day-to-day banking online.
Source: Mediamark Research & Intelligence