‘Light Green’ Consumers Differ from ‘Dark Green’ Consumers

October 21, 2009

Email this story Print this post Add your comments

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.

click to enlarge

Email this story Print this post Add your comments

Advertisers

Make sustainability part of your strategy.

Get equipped at the SAP Sustainability Resource Center. >>

Unclear about the EPA's new GHG Rule?

Learn how it could affect your business. >>

EPA mandatory emissions reporting starts Jan 1st

CSA Standards can help your organization get ready for compliance. Find out how. >>

Survey Results: Product Environmental Compliance Best Practices

How to achieve compliance at a significantly lower cost. Download the full report. >>

Join the Discussion

Recent Daily News [ see all ]

11/20/2009
11/19/2009
11/18/2009

Charts [ see all ]

European Paper Industry Cuts CO2 Emissions by 42% since 1990

S. America Takes Most Urgent View of Copenhagen Talks

Nike Tops Annual Climate Action Scores

Oceans May Trap more Carbon than Forests

Jobs

View All Jobs >> Post a Job >>

Comments and Discussions

Trade Association on Trade Group on EPA Chemical Regs: ‘If Everything is a Priority, Then Nothing is a Priority’
"Seriously… that..."

Gary Markowitz on Supermarkets Tackle Emissions Reductions, Fuel Efficiency
"Supermarkets waste over 10 percent of their energy through improper..."

peter in ireland on Ontario May Follow California’s Lead on TV Energy Efficiency
"Governor Schwarzenegger is shooting himself in the foot! 1...."

Environmental Leader on S. America Takes Most Urgent View of Copenhagen Talks
"The survey respondents (the PDF report mentions 4,000 respondents in 38..."

Jake on UPS Trying New Hydraulic Hybrid Trucks
"A point of clarification: the Reuters press release referenced herein reports that 20 UPS will purchase..."

Custom Organic Shirts on S. America Takes Most Urgent View of Copenhagen Talks
"90% of North Americans believe it is urgent to get a global climate..."

peter dublin on California City’s Green Building Ordinance Applies to Commercial Buildings
"Why energy efficiebnt regulation on buildings –..."

Environmental Leader