Only about half of consumers, 54 percent, say they understand the term “sustainability,” according to “The Hartman Report on Sustainability: Understanding the Consumer Perspective.” And of those, most could not clearly define it. But the report shows that 93 percent exhibit what the firm calls “sustainability consciousness.”

“Understanding the Consumer Perspective” not only looks at how people define “sustainability,” but how they use their opinions on the topic to make decisions about what to buy and use. Published in 2007 by Bellevue, Wash.-based research firm The Hartman Group, the report is based on results from a survey of more than 1,600 respondents plus qualitative efforts such as interviews.

For example, 72 percent say they believe their purchases have an impact on society. And 71 percent are “somewhat” or “very likely” to pay a 10 percent premium for sustainable products.

The report outlines how perceptions about the environment translate into behavior. For instance, 47 percent of respondents agree, “I feel personally affected by global warming/climate change.” They are used to wearing sunglasses and sunscreen to “block out harmful UV rays.”

Similarly, they filter tap water to reduce risks from the water supply and use sanitary wipes on their grocery-store carts to prevent contamination.

Many consumers are making low-sacrifice, low-risk changes as a result of their thoughts about the environment, though the report says they tend to be focused on time investment rather than purchases. Fully 77 percent recycle household items; 76 percent regularly turn off the faucet while brushing their teeth; and 73 percent donate household items to community or nonprofit organizations.

The report calls 17 percent of consumers “periphery consumers,” those who concentrate their awareness on their own lives and bodies. They tend to focus on personal benefits, convenience and price. Sixty-five percent are “mid-level consumers,” who also consider their surroundings at home and in the community. These consumers look for expert opinions and seek knowledge. Hartman calls 18 percent “core consumers,” those who have extensive awareness and are concerned about the greater good.

According to the findings, some of the things that motivate people to look beyond their personal concerns are having children, participating in outdoor recreation, and seeing a cherished way of life changing or disappearing.