Who are the Green consumers?

This study is a little old and I wish I had a more up to date one but it is good in that it shows how consumers are segmented in the growing green marketplace.

Out of the Box: From 'Think Different' To Indifferent

May 1, 2006

-By Edited by Becky Ebenkamp

According to the Natural Marketing Institute, about one-quarter (23%) of the U.S. adult population can be classified as Lohas consumers, who have a profound sense of environmental and social responsibility (Lohas stands for Lifestyles of Health and Sustainability). They are the most likely group to buy environmentally and socially responsible products. Other segments:

• Nomadics: Comprising 38% of the population, Nomadics are the largest segment and the group that best overlaps with Ideal Bite's Light Greenies. They are less resolute in their attitudes than Lohas consumers, but still show moderate levels of concern and practice some behaviors, such as recycling.

• Centrists: Slightly more than a quarter of the U.S. population (27%), Centrists don't see the relevance of Lohas, but are not completely indifferent.

• Indifferents: Roughly 12% of the population, Indifferents' attitudes and behavior are driven by immediate needs, not the health and sustainability of the planet or society. In the past few years, there has been a corresponding increase in the percentage of Indifferent consumers, increasing from a low of 3% in the U.S. general population.