Holiday Consumers Thinking Green

Unless you've been underwater for the past year or so, you probably haven't been able to go more than a few hours without hearing or being marketed "green". Some consider it a fad that will go the way of the snap bracelet, but reassurance that green is more than that comes from a recent consumer survey from Cone on holiday buying attitudes:

• 48% of Americans will buy fewer gifts or holiday products because they are concerned about the effect of their consumption on the environment
• 59% are more likely to buy green products than they were in the past
• 54% say they are willing to spend more on green gifts

Holiday shoppers are also seeking products that are energy-efficient, environmentally responsible and made with recycled content. 52% of those surveyed attributed their change in attitude to guilt associated with holiday consumption.

Consumers typically adopt a "more is more" outlook during the holiday retail season. This shift shows that more consumers are adopting a new outlook on what they consume. It will be interesting to see if customers hold true to these ideals as the holiday season reaches its manic peak.

Update: The NY Times has a great article on Americans' cultural struggle to adapt their holiday consumption.
2007 Cone Holiday Environmental Study (via TreeHugger)