New research from PriceGrabber.com(R), an Experian company, indicates consumers are environmentally conscious in many of their buying decisions today but seek help in understanding the landscape of "green" products available to them.

In a recently published Consumer Behavior Report, PriceGrabber.com explores the growth of consumer interest in ecofriendly products, indicating that consumers are becoming more environmentally conscious.

Awareness is half the battle

Results from a recent survey completed by PriceGrabber.com indicate that while interest in ecofriendly shopping continues to grow, most shoppers lack a familiarity with green products. Sixty-eight percent of respondents stated that purchasing ecofriendly products is important to them, but a total of 82 percent surveyed said they need help with selection and pricing information as well as online merchant availability of ecofriendly items.

"It is important to see that consumers are starting to make ecofriendly shopping a part of their everyday lives. The fact that shoppers are expressing a desire to better understand the green landscape shows there is a need for a solution like PriceGrabber.com's ShopGreen," said Ron LaPierre, president of PriceGrabber.com.

A greener world for our children

When asked why they choose ecofriendly products, 50 percent of surveyed shoppers responded that they hope to reduce the impact of pollution on future generations, while 15 percent aim to improve the world we currently live in. Additionally, 74 percent of online shoppers stated that it is important to them to be a positive ecofriendly example to others, including their children.