May 7, 2008 - U.S. consumers say that they would like to help create a better world for themselves and others, but that doesn't necessarily mean they're buying green, according to a new survey from TNS, a market research firm.

The majority of U.S. consumers have good intentions - 76% say they want to help others and 69% aim to provide a better life for their children - yet most have yet to connect those inclinations to the state of the environment, the report suggests. Just 26% say they actively seek out environmentally friendly products but, paradoxically, more than 90% also say that the environment influences their day-to-day purchasing decisions.

Why such a disparity? Part of the problem, the researchers say, is the extreme diversity of U.S. consumer attitudes toward environmental issues. Segments range from highly environmentally motivated and active (dubbed "Respectful Stewards" and "Eco Centrics"), which make up 23% of consumers, to total non-believers ("Eco Villains"), who constitute 7% of consumers.

Chalk up the rest of the green-buying gap to cost considerations. Most U.S. consumers are environmentally conscious for practical reasons, according to the report. For example, "Frugal Earth Mothers," the largest segment of U.S. consumers at 18%, are thrifty females in lower-income rural households who embrace environmentally friendly activities to reduce day-to-day costs. While they are likely to take steps such as buying used items, washing clothes in cold water, turning off appliances, and installing insulation, they are only somewhat willing to pay extra for green products. (Another recent study shows, however, that when all other factors are equal, 83% of consumers will choose the greener product.)

"This survey reveals a clear intent from U.S. consumers, at least hypothetically, to be environmentally conscious,” says Kimberly Bastoni, head of U.S. custom marketing and development at TNS. "Businesses have an opportunity to capitalize on these good intentions, given they provide affordable and convenient options."

"By taking into consideration consumers' different shades of green, fast movers can gain a share with appropriate products, messages, and distribution strategies, to the benefit of both business and the environment," she adds.

TNS will be presenting the findings of its Global Green Life report today at the Global Shades of Green event in Los Angeles.