A remarkable 75 percent of consumers admit they can't tell you which products are sustainable and which ones aren't. What's more, in 2008, only 56 percent of consumers indicated that they were even familiar with the term "sustainability." All this and more is covered in the new report from The Hartman Group, entitled "Sustainability: The Rise of Consumer Responsibility."

Seeking to cut through America's "green" tape, the report sheds light on the consumer side of the complex issue of sustainability, beginning with the public's familiarity with sustainability both as a term and way of life. The report also offers insight into the negative outlook consumers have for the economy and the positive outcome they feel will result by making sustainable purchase decisions.

Sustainability: The Rise of Consumer Responsibility also provides a detailed analysis of several key product and channel categories. Some of its key findings reinforce the trend in "responsible purchasing," including the number of consumers who believe their purchase decisions matter as much as their votes; how many consumers participate in sustainable behaviors and consider environment and social aspects at times in making purchase decisions; and those consumers willing to pay a premium for sustainable goods despite the economic downturn.

In addition to consumer perceptions and product and channel analysis, the report examines the need to create marketing and communications messages that resonate with consumers, while at the same time avoiding perceptions of green-washing.

The 225-page report and nine-minute video are on sale now for $12,500 until Feb. 28, 2009, and for $15,000 after Feb. 28. For more information, visit www.hartman-group.com.