A new study entitled "Moving Consumers from Green Interest to Green Action," conducted by Insight Research Group in partnership with HGTV and the Natural Resources Defense Council (NRDC), set out to gain an in-depth understanding of people's relationship to green and how it fits into their lives.

The research found that more than 84 percent of respondents believe "it is a moral obligation" to care for the environment and 86 percent already participate in at least one green activity such as conserving energy at home, recycling, driving a fuel efficient car, buying recycled products or picking up litter.

However, the research also found that a main barrier to doing more "green" actions is people's trepidation that such activities may associate them with extreme political or environmental viewpoints.

Not surprisingly, given the increased media coverage of "green" topics, the study found that 40 percent of consumers say they are more aware of environmental issues now than they were in 2006. In addition, 81 percent of respondents think the current focus on environmental or "green" issues is "here to stay" rather than a "passing fad."

"Until now, the communication around environmentally-friendly lifestyles has been focused on an all or nothing approach, but this study shows that consumers want to understand the full spectrum of green activity — from choosing eco-friendly building and design products to recycling or using alternative forms of energy," said Jim Samples, president, HGTV. "And they want to understand how what they do impacts their homes, neighborhoods and communities, without feeling that they have to make a political or social statement. For its part, HGTV will continue to integrate green themes into new initiatives and existing programs. Our goal is to inspire and empower viewers with aesthetically-pleasing, affordable and accessible eco-focused ideas."

The study found that Americans would be willing to do even more if they understood how a particular "green" action could help the environment as well as benefit them personally. In fact, 78 percent said they are "willing to make a lifestyle change for the good of the environment." While many responded that "the best way to solve current environmental problems" is through individuals (72 percent) and businesses (64 percent) taking responsibility, most admit they can't distinguish between the reality and the hype, and report it is hard to know what actions are truly good for the environment.

"People are coming to realize that the environment isn't just a place you go visit. It's in our homes, under the sink and on the dinner plate. It's in the choices we all make every day," said Alex Kennaugh, director of marketing, NRDC. "That means they have the power in their own hands to make help it better. One step leads to the next, and pretty soon you're making a real difference in your life. There is a tremendous appetite for simple steps and meaningful action. But the hard part is separating out the help from the hype."

When asked why they participate in "green" activities, consumers reported the major motivators are that "it's good for the environment" (82 percent), "it helps future generations" (78 percent), "it's healthy" (78 percent), "it's the right thing' to do" (78 percent), and "it fits with my morals or beliefs" (73 percent). Interestingly, Insight Research Group's consumer segmentation, People's Approach to Green and the Environment (PAGE), revealed that consumers who are the most green, "Green Gurus" (17 percent), regularly participate in 4.1 green activities, while the rest of consumers — which includes Conscientious Citizens (24 percent), Guidance Seekers (24 percent) Bystanders (17 percent) and Hype Haters (18 percent) - are not far behind, regularly participating in an average of 2.5 green activities.

About HGTV

HGTV, America's leader in home and lifestyle programming, is distributed to more than 95 million U.S. households and is one of cable's top-rated networks. HGTV's website, http://www.hgtv.com/, is the nation's leading online home-and-garden destination that attracts an average of 5.2 million unique visitors per month. HGTV owns 33 percent of HGTV Canada and provides much of the Canadian network's daily programming. The network's branded programming also can be seen in 124 territories across all seven continents and its selected programming is available to service men and women on board Navy ships and through American Forces Radio & Television Service (AFRTS) which services more than 1,000 outlets in over 175 countries. Headquartered in Knoxville, Tenn., with offices in Atlanta, Chicago, Dallas, Detroit, Los Angeles, Nashville and New York, HGTV is wholly owned by The E.W. Scripps Company (NYSE:SSP) , which also operates Food Network (http://www.foodnetwork.com/), DIY Network (http://www.diynetwork.com/), Fine Living TV Network (http://www.fineliving.com/), and Great American Country (http://www.gactv.com/).

About NRDC

The Natural Resources Defense Council is a national, nonprofit organization of scientists, lawyers and environmental specialists dedicated to protecting public health and the environment. Founded in 1970, NRDC has 1.2 million members and online activists, served from offices in New York, Washington, Chicago, Los Angeles, San Francisco and Beijing. Visit us at www.nrdc.org.

Source: HGTV