• by Joe Mandese  @mp_joemandese, July 10, 2007

On the heels of Saturday's Live Earth concerts around the world, Carat conducted consumer research indicating that while the average American is becoming more concerned about how climate change is affecting the environment, most are not willing to take significant actions as a result of it.

The study, which was fielded by Carat Insights, the research division of Aegis' Carat North America unit, however, found a pronounced increase in consumer purchase intent for "environmentally friendly" products over the past year.

As a result, Michelle Lynn, senior vice president of Carat Insight, predicts there will be an uptick in marketers getting involved in the green movement.

Carat Insight did not disclose the methodology of the study, but said it found that 57% of the respondents do not care what motivates companies to go green as long as the environment benefits and that 33% say those companies are deserving of their business. Those findings are enough to indicate that "buying green" will "become more of a key driver in consumer purchase," Lynn says.

Otherwise, Carat's findings are not much more encouraging than the ratings results of the television coverage of this weekend's "Live Earth" concerts (see related story in today's edition). While the vast majority (79%) of respondents believe "preserving the environment is important," only half said they would "pay more for a product that is environmentally friendly" or "be prouder of their home if it were more environmentally friendly."

Carat also found that younger people are less likely to be willing to pay for "green" products, but attributed that more to economics and wherewithal than their level of concern. This may indicate that financial constraints may be hampering young adults from being 'green,' even though there is motivation to appear 'green' (i.e. the cool factor)," the report concludes, adding, "On the other hand, more established, older adults may have the resources to be 'green,' as well as the drive to be environmentally conscious."