Last week the University of Maryland's Center for Excellence in Service and Technology research firm Rockbridge Associates released the results of a survey showing that Americans are willing to spend as much as $104 billion in 2008 for environmentally friendly consumer products and technologies. But finding the products to satiate surging demand might be the hard part.
Eighty-three percent of survey respondents said they wanted to protect the environment, and 59 percent reported that they like trying new technologies to help the environment. But 42 percent said such technologies are hard to find.
With many low-emission and hybrid vehicles in auto showrooms, green cars are one big-ticket item that consumers are not having trouble finding. In fact, half of the projected $104 billion in green-tech consumer sales will likely come from purchases of greener cars (including high-mileage, hybrid fuel, biofuel and alternative-fuel vehicles).
Researchers concluded that trends in green technology follow a similar path as other...