The key to consumers’ minimizing their carbon footprint is through building awareness and stimulating action, according to research from the Natural Marketing Institute.
More than half of the general population (57 percent) is aware of the term “carbon footprint,” up from 38 percent in 2007. However, U.S. consumers fall behind UK consumers in awareness – 96 percent of UK adults say they are aware of the term. The limited U.S. awareness is not generating much behavior, as just 13 percent of those that are aware of the term carbon footprint have used an online carbon footprint calculator in the past year.
