SC Johnson and GfK Roper Consulting released a survey on American consumer green attitudes and behaviors, demonstrating the evolution of consumer interests and actions over the last two decades.

Photo: www.multivu.com

Being a part of the 20th Anniversary Green Gauge survey, this survey examines how American consumers’ environmental knowledge affects their actions and behaviors. According to it, 75% of American consumers say they feel good when they take steps to help the environment, a positive sentiment that is reflected by their increased environmental actions.

In comparison with 1990, Americans are now two times as likely to sort trash to separate garbage from recyclable materials and buy products made from or packaged in recycled materials. The changes were due to both financial incentives and penalties (both ranked at 49%), though pressure from family, friends and government has also helped. Celebrities have less impact—only 7%.

While 48% of people are concerned for the environment, they find there are more important issues to be discussed today. Forty one percent state economic security is their number one concern. 38% ranked ‘individual Americans’ and 29%  ranked ‘business and industry’ should care about the environmental problems.

Today people are also more aware of environmental issues. In 1990, 39% of Americans said that they were very confused about what’s good and what’s bad for the environment; while in 2011, the number of such people dropped to 18%.

SC Johnson takes bold steps in improving its products and packaging to reduce environmental impacts. Its Windex product is sold in bottles made from 50% post-consumer recycled material. Earlier this year, SC Johnson launched Windex Mini, a concentrated refill pouch that uses 90% less plastic packaging than a traditional 26 fluid ounce trigger bottle. SC Johnson has also expanded its corporate web site to include a section designed to provide families with information to help them make daily changes to help the environment.