Study Shows Americans Going Greener

What does the dramatic rise in eco-consciousness over the last five years mean to the average American household?

According to a new Yale University study, most Americans believe that basic green behaviors — such as recycling, taking public transit and reducing trash — are important. However, many have not yet adopted those behaviors all or most of the time.

One can look at the gap between adoption and action as untapped potential: Those people just need the a little more incentive and a little more convenience before they break their existing habits.

Indeed, it's promising that 87 percent of Americans know that reusing things is important; 84 percent know they should conserve water; and 76 percent know that buying locally grown food is preferable: Even such "intermediate" green behaviors have garnered mainstream acceptance.

A quick look at the data shows that the gaps between should and do dwindles when people's pocketbooks are on the line: Turning off unused lights and electronics show the smallest percent of people who think they should but don't. The logic is clear, and makes a stronger case for the untapped potential of money-saving behaviors such as unplugging electronics when not in use and keeping the house warmer in summer and colder in winter.

The study also looked at another aspect of financial behavior: How many Americans intentionally select greener businesses? Researchers found that a third do. Yet, only 11 percent have contacted government officials about climate change.

"When it comes to taking a stand against global warming, concerned Americans are much more likely to take action through consumer purchases rather than as citizens," said Edward Maibach, director of the Center for Climate Change Communication at George Mason University.

The observation paints a discouraging picture of what democracy means in this country, and may, as Maibach suggests, "help to explain why Congress is being so timid in addressing climate change."

Even so, personal change will have to be a part of addressing climate change, and the overall conclusion to be drawn from the study is that Americans are willing.

Photo credit: txd