Profiling Green Consumers: A Descriptive Study

This paper looks at the subject of green consumers and how the different green consumer segments can be profiled. As environmental issues have become more critical to the sustainability of business there are greater implications for marketers to determine how to adequately advertise to different green consumer segments. This paper attempts to segment and profile different types of green consumers, as well as to predict consumer reactions to environmentally-friendly products, eco-labels, and cause-related campaigns. This research indicates there are clear differentiations in attitudes, behaviors, and psychographics between the separate green consumer segments and outlines what those key differences are.