Despite the gloomy economy, consumers say yes! According to the 2009 Cone Consumer Environmental Survey:

* 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today

* another 44 percent indicate their environmental shopping habits have not changed as a result of the economy

* 35 percent of Americans have higher interest in the environment today than they did one year ago

* 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn

Here’s what may be the most stunning statistic of all: 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.

My take-away from this? It pays to make your business as green as possible. And…it’s a great time to start a business that provides a greener product or service.

What do you think?

A new study  by Green Seal and EnviroMedia Social Marketing has found that half of consumers are buying just as many green products now as they did before the economic downturn began. The 2009 National Green Buying survey revealed that an additional 19 percent are buying more products than before. Just 14 percent of shoppers are buying fewer green products.

These results jive with the results of an earlier report by the Hartman Group which found that, although consumers have significantly cut back, when they do spend, more than 75 percent consider environmental and social aspects in deciding what to buy. About a third are willing to pay more for those benefits.

What’s motivating these buyers to buy? Product reputation matters most, but word of mouth and brand loyalty also play key roles in encouraging green choices (Think Clorox’ new Green Works cleaning products. They’ve benefited tremendously from all the “buzz” they’ve generated, especially among Clorox’ loyal customers).

What does this mean for companies? Entrepreneurs shouldn’t shy from developing green products and enhancing their green credentials by improving the way they do business. Pay attention to indicators, also highlighted in the Green Seal survey, like the fact that 60% of shoppers look for minimal packaging.

But tread carefully: About one in three of those questioned said they can’t tell if the claims on a green product are true. Only one out of 10 consumers trust product claims overall.

So: It will pay to become a green innovator and reduce your overall environmental impact – but make sure you tell the truth about what you do!