Many studies have shown that environmentalist attitudes are increasingly prominent both domestically and internationally, although they often vary in depth and commitment. However, consumption studies and the rate of depletion and pollution of natural resources have shown even more clearly that detrimental human activity, per capita, is still rising. These observations contradict each other, resulting in a disparity between values/attitudes and consumptive behavior. We argue that this condition cannot be rationalized away with simplistic explanations followed by a call for better (...) education, shifts in morality, changes in consciousness, or new laws, policies and other forms of social control. Thus, the purpose of our study was to find out why the disparity between positive (green) values and negative (consumptive-exploitative) behavior exists in the majority of our sampled population. 1047 participants completed a 2-part survey that included both demographic variables and value/attitude test items. Our analysis isolated 4 main Factors; 3 were relevant to the goals of the study. These three Factors captured aspects of (1) political correctness, (2) a deep-ecology mindset, and (3) a politically conservative-religious value system best characterized as antithesis of factor 2. (shrink)