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Always eager to express fidelity to the environment in the abstract, consumers become less eco-loyal when pressed about trade-offs that might be entailed in helping Mother Earth. Polling data released recently by the Shelton Group provides an example of this phenomenon.
Six in 10 respondents to the survey (conducted in April and May) said they’re looking for greener products. However, when they were asked whether they’d give top priority to their comfort, their convenience or the environment, the environment ran third (picked by 26 percent), well behind convenience (38 percent) and comfort (35 percent).
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