- Becky Ebenkamp

While some studies say that consumers have grown weary of "green" living and are ready to toss recyclable cans in the same bins as their low-carb crackers, a new study by AMP Agency found that green attitudes and behaviors are less of a fad and, instead, are the makings of a macro movement.

For its Green AMPlified study, AMP surveyed 3,200 consumers ages 18-49 to capture opinions, beliefs and perceptions of people's relationships with the "green movement." Nineteen percent of respondents were defined as "Influentials" or "Green Evangelists"—those who, after learning that a company is environmentally friendly, are very likely to recommend the company and/or its products to others. Green Evangelists tend to be in the 18- to 30-year-old age range and 57% are female, the study found.

It's an industry standard that about 10% of a sample is identified as Influentials, so such a high percentage of Influentials thinking green indicates a strong market penetration—one that will continue to grow, said Anastasia Toomey, svp-consumer insights at AMP, which is part of Alloy Media + Marketing, Boston.

"We believe green is past the point of being a trend . . . It's a part of how we work and live," said Toomey. "It's a movement and its not going away. If we do this study in five years, I believe it will be higher."

Their spending and purchasing decisions are more based on green decisions, Toomey noted, and they tend to spread the word to others. Nine in 10 (91%) of Green Evangelists said when they discover a new product they like, they immediately tell their friends; and 80% said they are the ones that their friends turn to for advice on the latest products and trends.

Nearly three in four (73%) said they "always" encourage others to go green. Toomey also added that they tend to give more precise advice than older consumers, who might offer basic tips like using energy-efficient light bulbs.