Environmental Leader

While “light green” consumers make purchasing decisions based on impulse and curiosity, “dark green” consumers generally plan purchases in advance, according to a new survey from Grail Research.

Marketers would do well to pay attention to the light green consumers (above), who make up 89 percent of those that say they purchase “green” items. The dark green consumers, on the other hand, make up just 9 percent, according to “The Green Revolution” report (PDF).

One of the most illustrative differences has to with the key decision behind making a first green purchase.

About 39 percent of light green consumers say they simply happened to be at a store and noticed the product, and just 13 percent took action after hearing the product was available.

For dark green consumers (below), about 29 percent decided on the purchase after hearing the product was available, and 20 percent of them made a decision when they were at a store and noticed the product.

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