Based on a survey of 960 adults taken in September, the study finds that most consumers still put price and features ahead of green issues in their buying priorities, but concerns about the environment are playing an increasing role. For instance, 89 percent of households want an energy-efficient television, but only 53 percent (still a majority), are willing to pay extra for what CEA describes as "green attributes."

But the lack of clear green identifiers confuses consumers. According to the CEA, "consumers desire an easy way to determine if a product meets environmental standards, such as logos and descriptions printed on the product packaging." There is, of course, the Energy Star logo, but that only considers one environmental issue: power consumption.

One impossible-to-answer question concerns the accuracy and honesty of people's answers. It's one thing to say you're willing to spend a little more for an environmentally-friendly HDTV. It's another to carry through on that claim when faced with two price tags and a limited family budget.

The report is titled Going Green: An Examination of the Green Trend and What it Means to Consumers and the CE Industry.