How green are consumers, really?

This question has been asked again and again - just because consumers say the environment is important to them, does that translate to more dollars for eco-friendly products?  A recent article from Ad Week ("Deflating a Myth") has a good and detailed analysis. 

The authors conclude that it's not easy to find the profit in green marketing, but with a careful search for the right market segments and attention to other consumer needs, the potential is still very real.  And while the green trend does have characteristics of a passing fad, experts feel that responsiveness, transparency, and good intentions will continue to sell well for a long time.