Nov. 24, 2007 Nearly one in five consumers (18%) will purchase more eco-friendly products this holiday season than in the past, and a similar number (17%) are willing to pay more for green gifts, according to Deloitte's annual survey of holiday spending and retail trends.

Retailers with reputations for environmental responsibility are likely to see some gains. Seventeen percent of consumers surveyed say they will shop at retailers they perceive as greener.

About one-third of survey respondents also say they will use fewer plastic bags from supermarkets and other stores this holiday season, and one in five will consider not wrapping holiday gifts to conserve paper.

These responses were consistent across gender, age, and income groups, indicating that environmental concerns have become more mainstream among consumers.