- 77% of consumers describe themselves as ‘green'
- 57% have made a ‘green’ purchase in the past 6 months
- 68% of consumers cite Online as an importance source for ‘green’ information
- 70% of Americans believe a ‘green’ designation for a company is “just a marketing tactic”
There are also 4 main commitment levels to the ‘green’ movement that consumers are segmented by:
- Deeply Committed: 23% of the market
- Early Adopters looking to make a long term impact
- Mostly adults 35+
- Trendy: 24% of the market
- Trend-setters who are motivated to go green to look cool
- Mostly 18-34
- Practical: 13% of the market
- Motivated by immediate benefits such as saving money or improving health
- Mostly 45+
- Passive: 17% of the market
o Recognize green as important but place the responsibility more on others than themselves
o Mostly 25-34
- Other: 23% of the market
o Don’t care about the environment
o Don’t take any action
(Center for research media Nov, 08)
