A Solar Roof at Fresh & Easy (PRNewsFoto/Fresh & Easy Neighborhood Market)

We just learned about a very encouraging survey from an article published in Gourmet Retailer. The survey "...found that a product's "energy footprint" influences 77 percent [of] consumers' purchasing decisions, with 76 percent willing to pay more at the register for environmentally friendly products."

More surprisingly, the article states,

Green appeal carries over to the workplace, where 74 percent of U.S. employees believe organizations should take action to lead eco-friendly initiatives. The majority of these green-minded workers (64 percent) would be willing to support their organization's green initiatives at the cost of a smaller paycheck.

Aaron Franklin, project director at ORC Guideline, which conducted the survey, is quoted as saying, "The study's findings seem to debunk a common perception that people will go green as long as it doesn't cost them...In fact, in both the workplace and in the store, people seem to be willing to put their money where their values are."

If you'd like to read the article in Gourmet Retailer cited above go to: Study: Being Green More Valuable Than Price