Study: Fewer people acting "green" in 2010

Not only were fewer people turning off lights and buying local, fewer bought hybrid cars in 2010

How green are you?  Are you dark green or light green?  Do you buy  locally grown produce and items made from recycled materials?  Do you buy organic grass-fed beef?  (That’s a kick I’ve been on for a while now…we’ll see how long it lasts.)  Here’s the real test: Are you willing to invest in a low-flow toilet?

No?  Neither are most American adults, according to a study published today by market research firm Harris Interactive.  In a study of more than 2,300 American adults from November 8 to 15, Harris found that fewer Americans across the board embraced eco-conscious behaviors (like using less water and buying “green” products) in 2010 than they did in 2009.  In virtually every category of “greenness,” fewer respondents reported participating in green activities than they did in 2009, from recycling and eating organic to carpooling and driving less.

As the “Year of the Electric Car” is upon us, this could have serious ramifications for the clean tech industry and green infrastructure as a whole.  If fewer people are interested in green innovations, what incentive will the government and private industry have in innovating (think electric vehicle charging stations)?

So how many Americans purchased a hybrid or more fuel-efficient car in 2010?  Shockingly few: 8% of respondents said that they purchased a hybrid or more fuel-efficient car in 2010 compared to 13% in 2009.  This is particularly surprising when you consider the fact that gas prices rose in 2010. 

Is the eco-fad waning?  Or did more people suffer financial setbacks in 2010 that prevented them from buying a fuel-efficient car and investing in other green technologies?  I was hoping for the latter, but that doesn’t appear to be the case.  While gas prices rose, the unemployment rate gradually fell throughout 2010, from 9.7% in January to 9.4% in December—compared to 10.2% in 2009.

What?!  I thought we all agreed after “An Inconvenient Truth” came out that we were going to start taking better care of the planet!  But it looks like some people missed the meeting—the Harris poll found that not only did fewer people buy fuel efficient cars in 2010, but fewer people installed low-flow showerheads and toilets (20% in 2010 compared to 25% in 2009), donated or recycled electronics like computers and cell phones (32% compared to 41% in 2009), and purchased locally grown produce (33% compared to 39% in 2009).  Even things as simple as unplugging appliances and turning off lights when not in use were down in 2010.

Now the kicker: more people identified themselves as “green,” an “environmentalist,” or a “conservationist” in 2010 than they did in 2009.  Fully 18% of respondents in 2010 said that they were “green” compared to 13% in 2009.

So maybe what this means for 2011 is that more businesses and investors should capitalize on the green image than green products.  Yuppies love organic food.  Note to the business world: invest in organic baby food, not recycled toilet paper.

Image source: ismmania.com