With being climate change friendly turned into a social more, survey style research like this is going to be fraught with issues. Of course they self identify as good little citizens who aren't anti-science, and without a decent rubric of what that means, their self identification is meaningless.

> It is largely the responsibility of corporations to make good climate decisions, parents say. Just more than half, 51%, of parents say companies have “a lot” of responsibility to hold themselves accountable to do the right thing for the climate, and only 36% of parents say the responsibility to push companies to act sustainably lies with the customer.

This is telling. Though they say they're willing to act, ultimately they're pushing more of the responsibility onto amorphous others.

A better design would be to longitudinally follow those who initially self identify as climate change conscious and then follow behaviors more quantitatively like do they have fewer children than outgroup cohort, does their annual travel * average MPG of their vehicle result in less CO2 (having a hybrid and driving 30K miles/yr is just as offensive than driving a hummer 5K miles per year) etc.