Canadians who look in the mirror and see green may be environmentally colour blind, according to a new study.
Researchers compared how Canadians perceive their commitment to the environment and what they actually do about it in a study commissioned by marketing firm Cossette Communication and Summerhill, an environmental consultancy.
On average, people believed they were 20 per cent greener than their reported behaviour showed, the study found.
For example, close to 80 per cent of respondents said they use reusable drinking containers regularly, Cossette’s Nick Cowling said. “Yet if you are standing in the lineup at Starbucks or Tim Hortons or Second Cup and you look around, of course 80 per cent of people in the lineup are not doing that. They’re going to use the paper cup they’re given.”