That’s not just the wild conclusion of one isolated research study. It’s a consistent finding from a number of studies done by Pew Research and other solid consulting firms. While Millenials are more vocal about their interest, and more able to talk intelligently about different aspects of sustainability, they are less likely to translate that talk into actions.
Millenials are less likely than all other generations to recycle. Less likely than all but Matures (ages 64+) to buy green products. And less likely to participate in a wide array of green activities.
However, Millenials are more likely than other generations to use alternative transportation and to financially support environmental causes.