To be fair, green marketing isn't exactly winning over a lot of moderate and liberal consumers either, experts say. It's likely a secondary consideration, at best, after quality and price. But the study suggests that it takes ardent conservatives to take a strong stand against the interests of themselves, their families, their friends and the rest of the occupants of their planet. One can only imagine their quandary the day they run out of conventional light bulbs and have to face the fact that staying in the dark is even better for the planet than using the energy-efficient variety. Oh, the pain.