Green consumer comes in shades of green

According to a recent Yahoo! Green study as published by the Research Brief, 77% of consumers describe themselves as “Green,” actively living their lives conscious of their health and environment, and 57% have made a Green purchase in the past 6 months.

But, concludes the study, the fact that not all green consumers are the same creates a great opportunity for advertisers to better understand the purchasing motivations of mainstream green consumers, one of the largest and fastest growing markets nationwide. The study segments green consumers into four main groups:

Deeply Committed:
23% of market are early-adopters of green who are looking to make a long-term impact, Mostly adults (35+), Skew female, More educated. Higher percent live in metropolitan areas, Respond most to the “positively impact the environment” message

Trendy:
24% of market are trend-setters who are motivated to be green to look cool, Younger (18-34), More ethnically diverse
Respond to messages about “everybody else is doing it,” newest technology, cool/hip.

Practical:
13% of market is motivated to be green by immediate benefits such as saving money or improving health, Skew a bit older (45+), More with children, Over-index in rural areas

Passive:
17% of market recognize green as important but place the responsibility more on others than themselves, Younger adults (25-34), More women with kids, Respond to messages about providing a better life for their family

Other:
The other 23% of the market says they don’t care about the environment, or they say they care, but they don’t take any action.

Two of the segments present the biggest opportunity for advertisers, says the report: the “trendy” consumers who go green to be cool, and the “deeply committed”. These segments buy more green products, discuss green issues often, and convince others to make the same green purchases.

80% of the “deeply committed” and 69% of the “trendy” consumers have made a green purchase in the past 6 months
79% of “deeply committed” and “trendy” consumers say that if they like a product they will always tell their friends
70% of the “trendy” and 66% of “deeply committed” consumers who have recently purchased a green alternative product have convinced a family/friend to buy the same product.

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