IRVINE, Calif. – According to the latest Kelley Blue Book Marketing Research studies, nearly 90 percent of the site's car shoppers say they are concerned about the future of the environment.

80 percent of respondents to a new survey, conducted to coincide with the launch of KBB Green, said that individuals should make lifestyle changes in order to reduce CO2 emissions, and 75 percent said they already had. Such changes included recycling (54 percent), cutting back on driving (46 percent) and purchasing a fuel-efficient car (31 percent).

Additionally, 42 percent of consumers participating in the KBB study were willing to accept cuts in their standard of living, 39 percent said they would pay higher prices and 29 percent were willing to pay higher taxes. Consumers were interested in articles and news on environmentally-friendly cars, a tool for finding the most fuel-efficient vehicle to meet their needs, a place to share comments and feedback on vehicles, and tools that calculate and factor fuel economy, according to the study.