To the delight of many a recipient, 'tis the season for gadgets galore. To the environment, however, this usually means yet another energy-eating fad item that will end up in a landfill in a year or two. While some consumers are paying attention to the environmental impact of electronics, a huge portion could care less.

About 25 million Americans, or 12 percent of the population, are willing to spend more for environmentally friendly electronics or for products that come from a green company, according to a new study by Forrester Research. About 41 percent say they're concerned about environmental issues but aren't willing to spend extra for a greener product. And the remaining 47 percent of the population just don't care about the environment or global warming, and definitely aren't willing to pay more for an energy efficient product.

Media coverage about global warming, the environment and energy consumption has spread rapidly in the past few years, especially since former vice president Al Gore stood on the soapbox in An Inconvenient Truth. Yet, half the population seems to be hiding in a bomb shelter, oblivious to environmental problems.

For the other half that does care about the environment, the time is ripe for electronics companies to deliver more eco-friendly electronics that cost about the same as the other items on the shelf. The companies that do this first are set to gain brand loyalty from the eco warriers, while maybe shedding a little light on the other folks, too.