A couple of weeks ago I wrote about the shift in American identity that we’re seeing pop off the pages of our Pulse studies. There has been a dramatic increase in the number of us who say buying/using eco-friendly products is an important part of our personal image. This shift in self-image coincides with another interesting shift, an actual shift in consumer behavior. As a researcher, I have had the privilege of spending multiple days with consumers from all walks of life from all over the country doing ethnographic research. I am always fascinated by the discrepancy between what people say they do and what they actually do. That’s why it’s so exciting that we’re seeing evidence of not just a shift in attitude but also a shift in behavior.

Behavior is the key difference this year. There is no doubt consumers’ behaviors are in the process of shifting. In this year’s Eco Pulse™ (soon to be released), we not only see that consumers’ attitudes and beliefs are strongly green, we also see consumers acting on those attitudes and beliefs. Ninety percent of our survey respondents think the average person should be taking concrete steps to reduce his or her environmental impact. Even more interesting is that consumers are putting their money where their mouths are. We are seeing indications of actual behavior change – changes in purchasing behavior based on the environmental record of manufacturers.

Read the full story. (The Shelton Group)