• by Gavin O'Malley  @mp_gavin, January 20, 2010

In a climate of high environmental consciousness, consumers cite the Web as the best source of information on so-called "green" products and practices, according to a new study from ad network Burst Media.

"Green consumers are turning to the Internet," said Chuck Moran, chief marketing officer for Burst Media. "This poses an incredible opportunity for advertisers who are marketing 'green' products online."

More than one-third -- 39.4% -- of respondents cite the Internet as the best resource, followed by television -- 18.4% -- friends and family --9.2% -- newspapers -- 7.1% -- magazines -- 6.5% -- and books -- 4.6%.

While men tend to search for information on alternative energy and "green" technologies, women look for healthy recipes, recycling, simple living, and natural remedies, according to the study administered in late December to over 1,500 adults 18 years and older.

Moreover, women in all key age segments are more likely than men to purchase a product that is advertised as being "green" or environmentally friendly, while men still lead women in being completely "green" -- 12.1% versus 5.3%, respectively.

Overall, more than half -- 56.6% -- of all respondents believe to some extent advertising claims that promote a product as "green" or environmentally friendly.

One-quarter -- 25.1% -- do not believe the claims, or find them confusing or misleading, while a distinct minority -- 10.0% -- say they never believe "green" claims made by advertisers.

The survey revealed that 90% of respondents have incorporated some level of "greenness" into their daily lives. About 8.8% consider themselves to be 100% "green," while most deem themselves aspirationally "green," having incorporated a few "green" behaviors into their daily life.

Two-thirds -- 67.5% -- of aspirationally "green" respondents believe "green" claims in advertising, compared to 58.2% of 100% "green" respondents, and 32.3% of respondents who are not "green" at all.

Also, aspirationally "green" consumers are most willing to pay a premium for food and household products they know to be "green," including produce -- 66.6% -- juices and other bottled drinks -- 61.1% -- household cleaners -- 59.2% -- laundry detergents -- 58.7% -- and packaged food -- 58.2%.

Meanwhile, among those consumers who consider themselves to be 100% "green," over 80% are willing to pay a premium for all product categories, including food, garden/landscaping supplies -- 84.4% -- home improvement supplies -- 84.0% -- bedding -- 83.3% -- and health and beauty products -- 82.0%. Also of note, Burst found a distinct difference in the motivation to go "green" between aspirational "greens" and those self-identified as 100% green.

While aspirational greens clearly point to working for a better environment -- 61.3% -- as the reason for incorporating 'green" behaviors into their daily lives, only 38.1% of 100% greens point to this cause.

Among respondents who are "100% green", reasons include "to live a better quality of life" -- 36.6% -- good for the community -- 35.4% -- the desire to make a difference -- 32.9% -- and to set an example for others to follow -- 31.5%.