A whopping 77% of consumers now describe themselves as “green,” according to a study released last November. Commissioned by Yahoo, the survey polled 1,500 Internet respondents between the ages of 18-54 from a cross-section of the population from around the country, as well as in-person interviews with people who live in Los Angeles, Chicago and Portland.

Out of the respondents, 57% said they have made a “green” purchase in the past six months. Consumers are most likely to buy “green” when purchasing cleaning and personal care products, but sustainability is becoming more of a factor for larger purchase decisions, like a car, as the Yahoo study found that 71% are interested in buying an environmentally sound automobile in the future.

The survey identified four main commitment levels to the “green” movement that consumers are segmented by:

1.Deeply Committed: 23%
a.Early Adopters looking to make a long term impact
b.Mostly adults 35+

2.Trendy: 24%
a.Trend-setters who are motivated to go green to look cool
b.Mostly 18-34

3.Practical: 13%
a.Motivated by immediate benefits such as saving money or improving health
b.Mostly 45+

4.Passive: 17%
a.Recognize green as important but place the responsibility more on others than themselves
b.Mostly 25-34

5.Other: 23%
a.Don’t care about the environment
b.Don’t take any action