A majority of car shoppers are making purchase decisions based on what's good for the environment, a new survey found.

According to Kelley Blue Book's Eco Watch study, 61 percent of new-vehicle shoppers said it is important to purchase a vehicle from a brand that is environmentally friendly.

Consumers cited Toyota, Honda and Chevrolet for having the most fuel-efficient and environmentally friendly vehicles.

"While Toyota and Honda have long been praised for being fuel-efficient and environmentally friendly, in-market car shoppers also are now seeing Chevrolet near the top of the list, demonstrating that Chevy’s recent push of hybrids, flex-fuel and most recently plug-in electric vehicles is really resonating with the car-buying public," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book. "The latest EcoWatch results show that brands with robust alternative-fuel-technology models, be it Toyota with hybrids, Honda with hybrid, natural gas and hydrogen fuel-cell vehicles, or Chevrolet with hybrid, flex-fuel and the much-talked-about electrically driven technologies epitomized by the upcoming Chevrolet Volt, are garnering consumer perception as being the most eco-friendly."

Water pollution, air pollution, global warming and energy shortages are the top economic concern for shoppers, the survey found. A majority of drivers -- 58 percent -- said they are considering a more fuel-efficient vehicle, while 57 percent said they have changed their driving habits, and 56 percent said they are making their home more energy-efficient.

Shoppers said they are willing to compromise on engine size, vehicle size, vehicle category and performance, while they are less likely to compromise on available features and options, vehicle capacity or in-vehicle storage. On average, consumers said they are willing to spend $2,600 more for an environmentally friendly vehicle.

The study was conducted on Kelley Blue Book's Web site of 1,000 in-market new-vehicle shoppers during September 2008.