A new study of green consumers contradicts several long-held stereotypes about them: The environment is not their top concern, their kids are not influencing them to be green, and while many know what they should do to save the planet, they often don’t do it. “Not all green consumers are the same, they’re not all motivated by the same messages, and they’re not all inclined to buy only green products,” says Suzanne Shelton, whose Knoxville, Tenn., firm, Shelton Group, conducted the study.