Are consumers suffering from 'green fatigue'?

US consumers have lost a "marked level of enthusiasm" for energy-efficient home products, as well as for green housing itself, according to a study from The Shelton Group (www.energypulse.org). Respondents to the independently sponsored survey indicated a significant, measurable downturn in purchase intent for a range of green home products, as well as rising skepticism about advertisers' use of terms such as "green," "sustainable" and "eco-friendly." The average response is down this year by 5% among consumers who think energy conservation is an important factor impacting their daily purchase choices and activities. "In the past few years, consumers have been bombarded by the marketing messages of companies jumping on the green-friendly bandwagon," according to Suzanne Shelton, CEO of Shelton Group.