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Matt Nauman of the San Jose Mercury News had an interesting article while I was on vacation regarding consumer attitudes about “being green.”  Long story, short (for when the link disappears)–

Even consumers who identify themselves as environmentalists don’t always act on those beliefs, a new study shows, put off by high prices and the hassles of buying green products. And a Santa Clara University researcher says negative feedback in how-green-am-I surveys sometimes keep people from taking positive steps.

Nauman bases his article on two surveys, the first by Forrester Research.  That study found…

most people said they recycle paper, bottles and cans (63 percent) and have bought energy-efficient light bulbs (57 percent). These are actions where the hassle factor is low.

But just 14 percent said they’ve brought toxic materials to a community recycling center, just 11 percent recycled their last TV or PC and only 7 percent say they’ve paid more for an energy-efficient appliance.

“These actions have a much higher hassle factor,” [Ted] Schadler [of Forrester] said. “And asking consumers to spend a premium on a green product is the most hassle-filled commitment at all.”

The second survey, done by Amara Brook of Santa Clara University for a paper presented at an American Psychological Association, found…

the apparent disparity between attitude and action. While a majority of Americans consider themselves environmentalists, just 13 percent have contributed money to green causes and only 14 percent use alternative transportation, according to past studies.

That suggests, she writes, “that only a small minority of those who want a healthier environment and consider themselves environmentalists engage in environmentally sustainable behavior.” Knowing how to increase those actions is “essential” for future improvement, she said.

“We need to recognize that people have a limited time to think about and deal with these things. Asking people to even spend a little more time (on green issues) is a big deal.”

These surveys validate some of the other things that I’ve posted about the so-called “greening of America.”  I readily admit to being a skeptic, not becuase I am a global warming denier, but because I think the marketers of the global warming crisis have done a poor job of creating a sense of urgency in the minds of most Americans (outside of the folks on both coasts) that global warming merits the sort of effort they say is necessary to effectively combat it.

This failure explains why Americans were so willing to change their long-standing opposition to drilling on the outer continental shelf when gas prices spiked (forcing policy flip flops by both Sen. Obama and the House Democratic leadership) or why Americans haven’t been willing to pay extra to buy carbon offsets when they fly.

Moreover, now that we are in an economic slowdown, those efforts will be even harder.  All one has to do is to look across the Atlantic to see how Great Britain’ efforts have faltered.

Of course, this is my view.  The Mother Ship (Ogilvy & Mather, for non-Ogilvy readers) has a different view and has founded a sustainability consulting agency, called the Greenery, to help global companies “create mission-based brands.”  You can read their take on this issue at their blog — The Greenery@Ogilvy.