We have been saying it for a while now, and I always like to see a study that outlines consumer perception of/spending on green products, services, and business models.

Simply put; consumers are willing to pay more for green.

From Burst Media's website:

In the past few years, automotive, consumer product, and manufacturing companies have ramped up their efforts to develop “green” products that are better for the environment. These same companies have spent countless dollars promoting their wares as such to consumers. Burst Media was interested in learning just how “green” consumers are today. To answer this question, Burst surveyed more than 1,500 web users 18 years and older on their view of “green” claims made in advertising and their willingness to pay a premium for “green” products.

Check out the article at MediaPost