April 22 is Earth Day, so it's only appropriate someone weigh in on how much Americans are shopping with their conscience these days. A new poll from NBC Universal's four-year-old initiative "Green is
Universal" suggests consumers are a lot more willing to separate themselves from their cash in exchange for a smaller footprint, carbon or otherwise.
The poll says 78% of consumers think
buying green is a way to shop with their values and ethics, which is a 9 point increase versus the inaugural poll two years ago. The new study, "Green in the Economy II" shows brand loyalty plays a
big factor: 68% of consumers say it's worth paying more for a green product or service if it is a brand they trust (an increase of 8 points vs. 2 years ago). Also, 93% of those polled said they
believe they have a personal responsibility to take care of the earth. Ninety-one percent said if we don't behave more conscientiously toward the environment, there will be negative consequences for
future generations.