Great blurb in EcoHome Magazine: 6 Myths of Green Consumers
A study done by the Shelton Group found that there is no "typical green consumer" and that green consumers aren't really as green as you (and marketing people) might expect.
Some of the interesting factoids:
- Top concern: the economy
- Top reason to reduce energy use: save money
- Almost half think CO2 depletes the ozone layer (it doesn't)
- Green consumers don't fall neatly into any demographic category
- Knowledge doesn't always mean people will make greener choices.
Image source: paradise earth