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Intellitrends LLC Initiates a Go-Green Quarterly Survey Among U.S. Homeowners to Track and Monitor Attitudes and Behaviors Toward Environmental Issues

Posted on: Wednesday, 9 May 2007, 15:00 CDT

Intellitrends LLC, a market research and market strategy company, completed the first of an on-going quarterly "Go-Green" national survey; a national poll to gather and track U.S. homeowners' perspectives and efforts regarding environmental conservation and initiatives.

Following Earth Day on April 22nd, 2007 and much publicized information regarding the environment and environmental initiatives, 750 U.S. homeowners were surveyed to assess their understanding, their attitudes and actions relative to environmental issues and energy conservation. The Intellitrends Go-Green survey found very high awareness for programming and marketing surrounding the issue, and conscious efforts to conserve at home:

-- In the weeks prior and following Earth Day, the Intellitrends Poll found that in terms of awareness of environmental issues and initiatives: -- Almost two-thirds (60%) of U.S. homeowners read a newspaper or magazine article about the issue -- One in two (49%) U.S. homeowners watched a TV program -- Almost one-third (30%) of U.S. homeowners talked to friends about the issue

The findings of the Intellitrends Go-Green survey also suggest that companies who produce or market products that contribute to environmental conservation may have a competitive advantage at the retail level. Nearly one-third of homeowners say they will "definitely" choose products that conserve the environment or resources over others, while 59% say they "might" buy these products over others.

How are consumers helping? In their own homes, U.S. homeowners reported that they are making conscious efforts to conserve energy. When asked what they are specifically doing to conserve energy at home or work, "shutting off the lights when not in the room" topped the list followed by setting back the thermostat, recycling and reusing and doing only full loads of laundry.

94% shut off lights when not in the room

82% setback the thermostat

81% recycle/reuse

77% only do full loads of laundry

As a primary step toward environmental stewardship, recycling may be once again on homeowners' minds. Sixty-nine percent report that they do recycle something with aluminum cans topping the list. Eight in ten U.S. homeowners who do recycle cite aluminum cans as the primary product followed by three quarters (76%) recycling newspapers, and 72% who recycle plastic containers. Only 27% say they recycle batteries.

About INTELLITRENDS Market Vision and Strategy Company (www.intellitrend.com)

Marlene Stone founded Intellitrends LLC in 1989. Intellitrends, a Women Certified Business entity, is a full service market vision company providing market research products and services to clients including market intelligence data, customer and employee satisfaction measurement, WIN/LOSS reviews and innovation testing establishing benchmarks for best sales practices, market opportunity identification and customer relationship management initiatives.

Intellitrends guiding philosophy is that each research study commissioned should have actionable application; depth and insight to provide information that is both measurable and can be used for continuous refinement, improvement and competitive advantage.

The Go-Green survey is a quarterly national survey to measure homeowner attitudes and behaviors toward environmental issues and initiatives. The survey results have a +/- 3.5% margin of error @ a 95% confidence interval.

Source: Business Wire

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