Sure, there’s a growing demand for green products and services, but here’s a important marketing reminder: Cost still drives most buying decisions.

If you need more ammunition to get your team to drive down costs of your environmentally friendly innovations, review a new survey by Wells Fargo Bank and the Gallop Poll organization. Their poll reveals that while most business owners say they want to do the right thing and be environmentally friendly, economic realities often take precedence.

Their survey found that 33% of companies have slowed down their go-green plans due to the faltering economy. Another 17% of companies surveyed said they’re doing “very little or nothing at all” to help the environment. Most companies think consumers won’t pay extra for green products. Nearly 70% of businesses surveyed said they thought consumers were gun-shy due to the economy. The Wells Fargo/Gallup Small Business Index survey is here.

A separate Gallop Poll echoes this fear that Americans are now putting economic concerns ahead of environmental protections. Click here for this report.

However, there are also some positive indications that going green is a profitable strategy.  The Wells Fargo/Gallop survey also reports that most businesses are doing something to reduce their environmental footprint.  For example:

• 90% participate in recycling programs
• 77% use environmentally friendly products, such as energy-saving light bulbs or recycled goods, and
• 32% use alternative transportation (walking, biking, public transportation) instead of a car.

Despite the economy, many small business owners are making green changes as part of their long-term strategy. Marion Hook, owner of a bed & breakfast in Tuscon, AZ, told the survey that “going green has been good for the environment, and even better for our bottom line.” For example, The Adobe Rose Inn uses fluorescent lights and added a cistern to collect water because “our guests appreciate our efforts, and happy guests lead to repeat customers.”

Tags: alternative transportation, energy savings, environmental footprint, Gallop Poll, green products and services, recycling, Wells Fargo Bank