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
TOP 11 (75.30) Leading in water management
Netherlands
TOP 12 (75.10) Balances urban and natural
landscapes.
JAPAN
TOP 13 (74.90) Strong air quality policies.
Australia
TOP 14 (74.30) Abundant Street trees.
Spain
TOP 15 (73.30) Advances in eco-innovation
Belgium
TOP 16 (72.80) Transitioning to renewable
energy.
IRELAND
TOP 17 Notable sustainability efforts.
Iceland
TOP 18 Biodiversity and environmental
protection
COLOMBIA
TOP 19 Committed to carbon
neutrality.
. Costa Rica
TOP 20 Reducing pesticide use.
Cuba
refers to the purchasing behaviors
of consumers who prioritize environmentally friendly
products. Here are some examples:
Green consumerism
Consumers seek seafood
that carries the Marine Stewardship Council’s
logo, indicating it was harvested responsibly.
Sustainable Seafood
Coffee drinkers prefer beans
that are certified organic and produced through
shade farming, as recognized by Bird-Friendly
seals.
Organic Coffee
: Over 25 million
hectares of forest gardens have been certified
by the Forest Stewardship Council, ensuring
sustainable forestry practices.
Sustainable Forestry
The European Blue
Flag campaign identifies beaches and marinas
that meet environmental standards, attracting
eco-conscious beachgoers.
Eco-Friendly Beaches
In Thailand,
consumers have increasingly adopted energyefficient refrigerators, rising from 12% to 96%
usage between 1996 and 1998 due to an
appliance-labeling program.
Energy-Efficient Appliances
The global demand for
energy-saving compact fluorescent lamps has
eliminated the need for around 40 mediumsized coal-fired power plants.
Energy-Saving Lights
More
governments and individuals are opting for
solar panels and wind turbines instead of
relying solely on traditional power grids.
Renewable Energy Installations
