Given the way all things green swiftly lost prominence during the recession, it’s fair to say many Kiwi consumers could be classified as ‘fair-weather environmentalists’. But the results of a nationwide online ShapeNZ survey of 1811 consumers by the New Zealand Business Council for Sustainable Development show that while price is still easily the biggest single factor when it comes to the purchasing decision, big numbers of New Zealanders are considering how sustainable products are before handing over the cash.