- Myth: Green consumers’ top concern is the environment. Greens still care more about the economy (59 percent) than the environment (8 percent).
- Myth: Green consumers’ main motivation when reducing their energy use is to save the planet. 73 percent are mainly motivated “to reduce my bills/control costs.”
- Myth: Green consumers are all-knowledgeable about environmental issues. 49 percent incorrectly believe C02 depletes the ozone layer.
- Myth: Green consumers fall into a simple demographic profile. While the study detected some demographic tendencies, it found that green consumers aren’t easily defined by their age, income or ethnicity.
- Myth: Children play a big part in influencing their parents to be green. Only 20 percent of respondents with children said their kids encouraged them to be greener.
- Myth: If people just knew the facts they’d make greener choices. Individuals who answered all of the science questions correctly did report participating in a significantly higher average number of green activities. However, the 25-34 age group consistently answered the question correctly, yet, on average, their green activity levels were lower than those of older respondents.