The New York Times style section today has an article called "Greening Up with the Joneses", about lifestyle choices that people are making based on their desires to consume less energy. In some cases, these choices may revolve around people's cars, or it may have to do with the kinds of appliances they buy. The underlying theme of this article is that today's middle class isn't necessarily going all out in their environmentalism, but they are making some choices that reflect their conscience. The NYT is calling these people "light greens":

The trick, Mr. Brotherton said, was not to give up nice things, but to buy nice things that were ecologically sound. "I don't even pretend to be a hard-core environmentalist," Mr. Brotherton explained. "But I do aspire to be a 'light green' kind of guy -- one who thinks carefully about the choices I make as a consumer and tries to tread as lightly on the planet as possible, within my chosen lifestyle."