Two new studies show that the average citizen is starting to get on the pro-environment bandwagon. Market research firm KPMG found that 88% of holiday shoppers describe themselves as "very concerned" about the environment. According to MediaPost, "74% say they buy environmentally friendly products, 60% say they are willing to pay more for such items, and 55% report making a special effort to patronize retailers with a "green" reputation." The second study comes out of Granada. Social psychologists have found that housewives are more ecologically conscious than college students. The researchers found that the most important fuel behind recycling is a feeling of moral or ethical obligation towards the environment. One question though: why the ef did they choose to contrast housewives and college students specifically? Why not compare electricians and lawyers? Zookeepers and hair dressers? It's weird! [MediaPost, EurekAlert]