with youth, price trumps Green.

[Steve]

Though conventional wisdom suggests that the Millennial generation (ages 13-29) is leading the charge to make Earth a better place, a survey from Generate Insight finds that despite being the most environmentally educated, younger members of this generation are not taking action on what they know because they are often confused about green products

Despite this high level of knowledge and upbeat, positive association with being environmentally conscious, Millennials report they do not always put their knowledge to use because of the high cost of environmentally friendly products,

71% of teens (ages 13-17) surveyed say if they had to choose between a less expensive product or one that "gave back" to the environment, they would choose the less expensive product

Interestingly, the majority of Millennials surveyed found it confusing as to why products that are better for the environment are more expensive.

The study also found several other deterrents to Millennials living greener lives. These include products that require too much effort, are too time consuming and are not convenient; products that are confusing and difficult to understand,

The top three biggest hurdles this generation faces when embracing the green movement are cost (41%), proof that they're making a difference (24%), and ease of use ( 12%).

http://www.marketingcharts.com/topics/behavioral-marketing/confused-teens-choose-less-expensive-over-green-8820/

 

[Steve]

They have a reputation for being environmentally minded do-gooders. But an academic analysis of surveys spanning more than 40 years has found that today's young Americans are less interested in the environment and in conserving resources and often less civic-minded overall than their elders were when they were young.

The findings go against the widespread belief that environmental issues have hit home with today's young adults, known as Millennials, who have grown up amid climate change discussion and the mantra "reduce, reuse, recycle." The environment is often listed among top concerns of young voters.

Based on two longstanding national surveys of high school seniors and college freshmen, Twenge and her colleagues found a decline, over the last four decades, Steepest of all was a steady decline in concern about the environment, and taking personal action to save it.

Meanwhile, 15 percent of Millennials said they had made no effort to help the environment, compared with 8 percent of young Gen Xers and 5 percent of young baby boomers.

Millennials also were the least likely to say they'd made an effort to conserve electricity and fuel used to heat their homes.

http://stlouis.cbslocal.com/2012/03/15/study-young-people-not-so-green-after-all/

all that education indoctrination gone to waste...