Abstract
The belief that changes in personal behavior can save the planet has spawned a consumer movement that instills in receptive shoppers an imperative to buy "green." Varying levels of adoption notwithstanding, the principles of sustainable living, including “green” consumerism, are imbued with the expectation that individual action will lead to a richer, fuller and better life in a cleaner and healthier world, what the author calls the Green American Dream. This version of the American dream is based on the premise that adoption of a more ecologically sound lifestyle will transform the country from a wasteful, materialistic society into a thoughtful and farsighted one that will care as much for future generations as for the present. Sources of data for the evidence of a Green American Dream as well as the commercial response to this dream include Jim Cullen’s The American Dream – a Short History of an Idea that Shaped a Nation, the book that inspired this thesis, and marketing research on consumer attitudes and sales data for green consumer products. The Green American Dream is one in a series of American dreams that began with the country’s European settlers and continues to evolve over time along with the definition of the “good life.” The Green Dream continues the traditional belief that propels Americans forward: the idea that life can be better, richer and fuller. The evolution of American dream speaks to its enduring power.