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Though 46% of US adults say they neither think nor act Green, the 2% who fall into the Green Advocates segment are among the most tech-savvy consumers, according to Mediamark Research & Intelligence's Survey of the American Consumer.

The six consumer segments produced by MRI highlight differing attitudes toward the environment and actions taken to support it. The “Greenest” of the segments is the Green Advocates, who recycle, drive hybrid cars, buy organic foods and actively preserve the environment.

“They are opinion leaders who research and read product reviews before buying new technology. And they are 65% more likely to give technology product advice about what they've learned to others,” said Anne Marie Kelly, VP of marketing and strategic planning at MRI.