Sept. 13, 2007 When it comes to that coveted 18- to 30-year-old market segment, does it pay to sell green? About half the time, according to a new Maritz poll of "Generation Y" consumers.

The survey, which tracked Gen Y's brand awareness among several popular clothing retailers, found respondents split down the middle on the influence a retailer's environmental policy and sustainability had on their shopping habits with 50% of respondents saying a retailer's policy did influence their shopping behavior. When asked to describe their attitude toward a retailer's environmentally friendly positioning, 46% said they'd shop at a retailer more if they were environmentally friendly, while 54% said it wouldn't affect their behavior. Only slightly fewer respondents (47%) said they would be willing to pay more for environmentally friendly services, products, or brands.

"While the majority wasn't impacted either way by a store's environmental stance, you can't ignore that 46% of shoppers said they'd spend more with a retailer that was environmentally friendly," said Gloria Park Bartolone, division vice president of Maritz Research's Retail Group. "The percentage lends credibility to environmental messaging, which is only likely to gain more momentum with consumers in the future."