According to a new report from Jupiter Research, 38 percent of teens are concerned about the environment, including 15 percent that describe themselves as hard core greens, Marketing Green reports.

These hard core teens are more likely to be “opinion leaders with their friends and family” and “first [in the] know about new products.”  Most interesting, hard core green teens are 30 percent+ more likely to make a purchase (either online of offline) in response to advertising than the average online teen. 

In another post, Marketing Green points out that JWT’s March 2007 survey indicated a much higher response by online teens: “more than 80 percent of American teenagers are concerned about the environment and the role of the United States that is causing pollution.” So why such different results? 

Surveys and the reporting of survey results can be misleading, according to the post. Marketers should be weary of very high (and low) responses to questions (or any result that does not pass the gut check), as they are often a sign that the question was leading or unclear to respondents.

For a breakdown on the two surveys and how the numbers came up so different, check out the article.