EcoPinion No. 5: Climate Change and Consumers: The Challenge Ahead
EcoAlign conducted a total of 1,000 online interviews in October 2008. The sample is balanced to match the U.S. population by age, gender, region and ethnicity. This fifth EcoPinion Survey focuses on consumers and climate change: customer feelings and levels of personal responsibility in regard to reducing climate change, willingness to take action and what type of actions, perceptions of costs, who should pay and how new revenue should be used.
The results provide further evidence of a green gap between high levels of consumer understanding and concern over climate change balanced against conflicted feelings of personal responsibility to “do something” about climate change. Americans generally are aware of what climate change is and how it affects them personally, connecting climate change mainly to impacts on tangible occurrences in their lives including the weather (observable) or heat/ warmth (felt).