Did you hear?...Research firm explores buying patterns of 'green' consumers

Consumers who say they are concerned about the environment are not always likely to follow through by purchasing environmentally sound goods, according to a new study from market researcher Information Resources Inc.
Author:
Updated:
Original:

Consumers who say they are concerned about the environment are not always likely to follow through by purchasing environmentally sound goods, according to a new study from market researcher Information Resources Inc.

Two groups of consumers, known as eco-centrics and eco-chics, are key segments in the eco-friendly market, but they show extremely different behavioral patterns when it comes to paying for green goods, IRI said.

Eco-centrics are described as high-income, educated urbanites actively doing their part to protect and improve the environment. They have shown a willingness to change their buying behavior and a commitment to using environmentally friendly products.

On the other hand, eco-chic consumers, comprised of younger, more trend-influenced consumers, appear to be more interested in "riding the wave of environmental consciousness" by claiming to embrace environmental concerns, but not following through.

Eco-chic consumers did show a willingness to try some green products at a comparable rate to the eco-centrics, but unlike the eco-centrics, they ultimately returned to their favorite non-green brands.

In contrast the eco-centrics tend to follow through on their environmental beliefs with purchases of eco-friendly products and continued to purchase these products, illustrating their long-term environmental commitment.

"While certain green conscious consumers do make a concerted effort to buy green products, there are certain segments of the population that are environmentally sensitive but that does not necessarily translate into their actual behavior," Robert Tomei, IRI president of consumer and shopper insights, said in a statement.

He added that the challenge that manufacturers and retailers now face is to fully understand the nuances of green consumers and how to market to them effectively, especially given the economic climate.

"It will be increasingly more 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 said.

Related

Did you hear?...Research showing customer buying influenced by euphoria

It is no secret that good customer service can mean the difference between a customer making a purchase or leaving a store empty handed. However, research just being published indicates that how a customer feels emotionally can affect both the desire to make a purchase and how ...read more

Outdoor: Did you hear?…

For the week of June 1-6 >> Lowa received a nice surprise when it snapped open the June 5 edition of The New York Times and found that famed designer Diane Von Furstenberg -- the inventor of the wrap dress in the '70s -- was a purveyor of hiking boots, or more specifically its ...read more

Did you hear?... Consumers Digest releases Best Buys

In another traditional New Year rating, Consumers Digest released its so-called "best buys," as well as a lengthy story about what was new and coming in fitness. Aside from spending months reviewing equipment, freelance writer Roy Wallack discussed trends, including form and ...read more

Outdoor: Did you hear?…

For the week of Feb. 15-21 >> It's time to get down and dirty ladies as the Sugoi Dirt Series ramps up for 2005. The women's technical mountain bike camps started in British Columbia, and expanded east into Alberta, before making its first trips to the United States last year. ...read more

Fitness: Did you hear?...

For the week of June 1-6 >> Fitness specialty retail in the Phoenix area is still growing: At Home Fitness is building out its second location in Chandler, Ariz., which already has its sign out and is even listed in the new area phone book AND has been fielding a handful of daily ...read more

Did you hear?... APA Survey says employees want paychecks to go online and go green

How many outdoor and fitness industry companies currently provide electronic viewing of pay stubs, rather than providing a printed check or paper receipt of weekly, bi-weekly or monthly pay? If your company does not, consider this. According to the 2008 "Getting Paid in America" ...read more

Did you hear?… U.S. kids buying power topped $18 billion, study says

According to a new study from market research publisher Packaged Facts, nearly 36 million children in the United States had a combined purchasing power of $18 billion last year. Looking at kids aged 3 to 5, 6 to 8 and 9 to 11, "The Kids Market in the U.S." report said this amount ...read more

Did you hear?...Study finds majority of women who visit blog sites say blogs influence buying decision

Further underscoring the power of the web and ultimate power of consumer-to-consumer reviews and advice, a study coordinated by BlogHer.com and Compass Partners has found that 57 percent of women who read blogs say the information they read in them influences what they buy. The ...read more

Did you hear?... Research shows Gen Y wielding billions in purchasing power

Move over baby boomers, a new generation is taking over. Born 1982 to 2000, Generation Y is estimated to have purchasing power of more than $200 billion a year, influencing as much as half of all spending in the economy, according to a new study. Research from Resources ...read more