Majority of environmentally conscious consumers are also firm believers in the power of technology to affect their lives, new research has found.
The research, carried out by Mediamark Research and Intelligence, interviewed approximately 26,000 US adults to come up with their findings.
At the bottom of the ladder are consumers who care little about the environment, shopping on convenience and price. These people are the ones who do not recycle.
Right above them are people who buy and eat green, but out of health concerns, rather than environmental concerns.
Not surprisingly, there's another large segment who are green in theory, but not in practice.
Then come people who think green and often act green, but balk at paying more for environmentally safe products.
The final two segments are really committed. They recycle and buy environmentally friendly proucts even if they cost more or are less convenient.
At the apex are the green advocates, actively supporting environmental causes.
According to the research, as we move up the ladder, we find people who are staunch believers in the power of technology.