GREEN CONSUMER SEGMENTATIONS Flashcards
is the process of dividing the
market based on how concerned consumers are about
environmental issues and how they respond to those
concerns. As people become more aware of
environmental issues, distinct groups of consumers with
different attitudes and behaviors towards green products
emerge.
Green segmentation
Highly committed to
environmental issues, prioritize eco-conscious
purchases, and are willing to pay more for green
products. They strongly disapprove of companies
harming the environment.
Behavioral Greens
Educated consumers who consider
green issues but prioritize practical benefits when
buying. Open to green products if they see value.
Think Greens:
Younger with below-average
income, not yet focused on green issues but open to
influence, especially in recycling.
Potential Greens
Oppose the green movement,
viewing it as unnecessary. Typically young, highincome, and impulsive buyers with a negative
outlook on environmental efforts
True Browns:
TOP 1 COUNTRY (82.50) Perfect score in water
Denmark
TOP 2 Country (82.30) Decouples environmental pressures from growth
LUXEMBOURG
TOP 3 (81.50) Stringent environmental
measures.
SWITZERLAND
TOP 4 (81.30) Strong commitment to
environmental issues
UNITED KINGDOM
TOP 5 (81.20) Mandatory eco-friendly
initiatives
FRANCE
TOP 6 (79.60) Focus on environmental
protection
AUSTRIA
TOP 7 (78.90) Improvements in air quality.
FINLAND
TOP 8 (78.70) Aiming to eliminate fossil fuels
SWEDEN
TOP 9 (77.70) Reducing greenhouse gas
emissions.
NORWAY
TOP 10 (77.70) - Strong sustainability culture.
GERMANY
