ECOALIGN: Consumers talk green but have much to learn: DR, for example, not understood or liked

Americans consumers may have started to talk about going green but they don't necessarily understand how to follow through on those commitments, EcoAlign found in its EcoPinion Survey.

The Distributed Energy Financial Group (DEFG) launched EcoAlign yesterday in an effort to align consumer behavior with energy and environmental needs.

"EcoAlign was created to close the gap between customers' stated intentions, e.g., reducing their carbon footprint and their actual purchasing behavior," said COO Andrea Fabbri.

That gap was evident in the survey the firm conducted to support EcoAlign's launch.

Most customers can't articulate the difference between the phrases "energy conservation" and "energy efficiency," while only 13% of respondents believe efficiency is saving money.

A quarter of consumers buy energy efficient products and 19% lower the thermostat to save energy, with women more likely to conserve, said the group.

Just 30% of Americans understand the term "smart energy" and only 32% say they aren't doing enough about smart energy.

One third of respondents didn't know what "clean energy" means.

Some 41% of consumers don't know what demand response is but 44% called it unpopular, 42% annoying and 40% unhelpful.

Consumers have a heightened awareness about energy use and its environmental impact but they don't understand the terminology in the industry.

That affects their behavior and EcoAlign believes educating them on their use and how it impacts the world could lead them to change their behaviors and truly start going green.