Consumers, being informed and discerning as we are, can quickly tell true green credibility from a field of green posers, right? Maybe not. According to a recent study of Green Perception vs Reality at the New Scientist, we’re actually hopelessly shallow and easily swayed.

For those of you expecting Al Gore’s new book Our Choice to be another cringe and squirm-inducing flurry of facts, and a little bit of despair, you’re in for a surprise.

With economic conditions putting the squeeze on all businesses, it’s no wonder there is concern for the fate of sustainable marketing efforts. Is there still room for green in an otherwise red budget?