‘Light Green’ Consumers Differ from ‘Dark Green’ Consumers
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.
Stay Up-to-Date On Environmental Management, Energy & Sustainability News with EL's Free Daily Newsletter
Energy Manager News
- Behind the Meter: The Many Advantages of Energy Benchmarking
- Telecommunications Companies Upgrade Their Approaches to Energy
- Cutting Energy Use in Fire Stations
- Revolution Lighting Signs School Districts in NY, NJ
- Green Building Boom Is Pumping Billions into US Economy, Retrofits Are Fueling the Trend
- Energy Management: The Internet of Things Changes Everything
- Big Biogas Project Underway Down Under
- Kroger, Love’s Sign with LSI Industries