I would follow Elizabeth in recommending this Idaho Statesman story, from which we learn that while 75% of Americans consider themselves green consumers, only 10% actually, you know, buy green stuff consistently. While it might be tempting to raise yet another hue and cry about American hypocrisy (zzz…), I would also endorse Elizabeth’s conclusion that this is good news. The percentage of people willing to sacrifice, pay more, research, go out of their way, etc. is always going to be small. However, if businesses make eco-friendly products easy to identify, easy to find, and easy to buy, there’s an enormous market waiting for them.  75% of all American consumers! That’s huge.