This logic looks like BS to me.
And why is this about green consumers in particular. This logic applies to anyone who does anything good in general. And what exactly is the 'dirty little' secret here?
Because that's what they tested. It doesn't look to me like they're necessarily saying anything about people interested in the environment. It seems more to me like they think that doing some morally-good thing makes people think like they've got a freebie coming.
That is like saying males in NYC have ears because they only saw them, when all humans and most animals have ears too
Is the statement 'NYC males have ears' incorrect? No. Misleading ? Definitely.
This might apply to green consumers, but talking about green consumers is misleading when this applies to anyone that did anything good.