Despite the pinch of the economic recession, 44% indicated their environmental shopping habits have not, according to results of the 2009 Cone Consumer Environmental Survey last week.
What's more, 35% of Americans continue to have even higher expectations for companies to produce and sell environmentally responsible products and services.
"Environmental responsibility is not just an expectation in times of prosperity," said Jonathan Yohannan, svp, corporate responsibility at Cone. "The fact that consumers continue to be interested in the environment and mindful of corporate efforts, even in the midst of a grueling recession, is evidence that this is more than just a passing trend."
Other figures show that Americans are more interested in keeping up with companies environmental efforts, with 70% saying they are paying attention now even if they cannot buy until the future. In reference to environmental messaging given by companies, 63% of respondents say they trust companies to tell the truth.
Earlier this year, OpinionResearch found that eight-out-of-10 shoppers are still buying green.