Myth #1. Green Consumer’s Number One Concern is the Environment – When asked to identify their main concern, about 60% of green consumers said it was the economy. In contrast, only about 8% of people said their main concern was the environment.
Myth #2. The Main Motivation For Green Consumers to be Green is the Environment – Surprisingly, almost 75% of green consumers said their main reason for going green was to reduce the amount of money they pay in electricity and gas bills! The other 25% of people said their main motivation to go green was the environment.
Myth #3. Green Consumers Fall into a Specific Demographic – The study did find some certain trends in demographics, but really, people from all backgrounds considered themselves green consumers.
Myth #4. Children Play a Big Role in Parents’ Decision to go Green – A mere 20% of participants said that their children were a motivation for them to be green.
Myth #5. Most Green Consumers Are Very Knowledgeable About the Environment – When asked very simple questions about the environment, about 50% of study participants answered questions incorrectly.
What does this all prove? The essence of this study is this: green consumers can’t be pigeon holed nearly as easily as some people might think. In this day and age, being green is becoming a more and more normal part of an average person’s life.
