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Thinking ‘green’ may not translate to buying ‘green’

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October 6, 2008 - Consumers who profess concern for environment don’t necessarily buy products based on environmental attributes. To correlate level of environmental concern with purchasing behavior Information Resources, Inc. (IRI), Chicago, IL, classifies its US Consumer Network panel according to eight Shades of Green Segmentation developed by TNS US, New York, NY. Study of purchases shows high-income, educated, urban Eco-Centric consumers not only try environmentally friendlier products, but continue to buy “greener” alternatives. However, younger, more trend-influenced Eco-Chic consumers claim to embrace environmental concerns, but tend not to change purchasing behavior long-term. “This inconsistency is the real challenge for marketers and retailers in order for them to fully understand the nuances of green consumers and how to market to them effectively,” says Robert I. Tomei, president of Consumer and Shopper Insights at IRI. “Given some of the obvious issues that consumers face in today’s market, such as high gas prices, higher unemployment rates, and concerns over the financial investment community, it will be increasingly…challenging for many consumers to incorporate their sensitivity to the environment into their actual behavior, particularly for those ‘green’ products that may cost more to purchase,” he predicts.


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