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 divi...