Interesting survey describes "green consumers"

A survey done by the Shelton Group, an ad agency that crafts messages to motivate consumers towards sustainable actions, offers six myths about green consumers. No big surprise for those of us who have been paying attention, but it may be surprising to those who are shifting priorities to the growing green market. High on the list is the myth that economics tops the environment as the primary concern of consumers when they purchase sustainable products or engage in sustainable practices, according to a survey of U.S. consumers. When asked the most important reason to reduce energy consumption, 73% of respondents chose "to reduce my bills/control costs" and only 26% chose "to lessen my impact on the environment."

Here are the list and the links:
1. Myth: Green consumers' top concern is the environment.
2. Myth: Green consumers' main motivation when reducing their energy use is to save the planet.
3. Myth: Green consumers are all-knowledgeable about environmental issues.
4. Myth: Green consumers fall into a simple demographic profile.
5. Myth: Children play a big part in influencing their parents to be green.
6. Myth: If people just knew the facts they'd make greener choices.

http://www.sheltongroupinc.com/blog/?p=605

And for the low, low price of $5,000, you can get the report.  http://www.sheltongroupinc.com/research/green_living_pulse.php