That's the thinking behind Hundreds of new products on display at the 2008 International Home + Housewares Show, March 16-18 at McCormick Place in Chicago.

According to an October 2007 survey, nearly two-thirds (64 percent) of consumers surveyed believe it is important to purchase environmentally friendly products for their homes. The report even found that purchasing "green-related" home products becomes more important to consumers as they get older.

Major appliances are the leading eco-friendly product category for consumers of all age groups, the survey says. A retail tracking service reported that unit sales of Energy Star appliances increased 9 percent in the 12 months ending August 2007 when compared to the same time two years ago.

That parallels the findings of the IHA Consumer Advisory Council for the International Housewares Association (IHA). The Council was designed to identify emerging home-related trends from among more than 100 HomeTrend Influentials, or HIPsters. In a survey of HIPsters, 77 percent say they are "extremely concerned" or "somewhat concerned" about the environment and 63 percent are extremely concerned or somewhat concerned about global warming.

They also reported that 77 percent of HIPsters purchased a product because it is seen as being better for the environment. In addition, 45 percent report they have started to use household cleaning products and/or equipment. The majority have switched to environmentally-friendly, organic or natural cleaning products. Nearly all (97 percent) HIPsters report they recycle and 87 percent are actively trying to reduce energy use.

At an October 2007 focus group of four HIPsters, all reported switching to compact flourescent lamps and are considering tankless water heaters. One participant is having her new home built as an Energy Star rated home, Riedel noted.

That's a national trend. A National Association of Home Builders 2007 survey of architects, designers, manufacturers and marketing experts. The survey found that 98 percent of participants are seeing an increased demand for energy-efficient appliances and mechanical equipment. Other results: 89 percent report greater use of water or energy conserving devices, 89 percent report increased demand for energy-efficient windows, 75 percent report more use of green and sustainable products and 66 percent say they see builders seeking green certification.

But while the majority of HIPsters report concerns about the environment, three out of four participants in the focus group also are skeptical about information being reported on environmental issues. And for many environmentally conscious homeowners, the typically higher cost of a "green" product, especially on big-ticket items such as hybrid cars, "green" building materials and solar panels, is a deterrent.