New York-based GfK Custom Research North America said America is entering a new age of "green pragmatism" in which attitudes toward environmentalism are shifting away from altruistic motivations toward more practical drivers such as saving money, improving health or safety, and offering better value.

Although more consumers than ever report they are making lasting changes in their environment-related behavior, new data from GfK Roper Consulting, the research firm's consumer trends division, indicate that 60 percent of Americans still think green products are too expensive (up six points from 2006), while nearly a third believe they are "too busy" to do what it takes to go green.

"Faced with today's muted economy, consumers are looking for more realistic ways to go green through simple cost-cutting and energy-saving practices," said Tim Kenyon, GfK Roper Consulting senior analyst. "In today's climate, it's absolutely essential for marketers to understand the factors that are driving both the adoption of and rejection of eco-actions in order to communicate effectively."

He added that marketers also must focus innovation on making green initiatives easier and cheaper for everyday Americans.

Source: PL Buyer, for more information, visit http://www.gfkamerica.com.