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Green MarketingGreen Marketing
1
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Defnition o Green ConsumerDefnition o Green Consumer
Defnition o Green ConsumerDefnition o Green Consumer
LOHAS: (Lifestyle of Heath andSustainability) very progressive on
environment and society, looking forways to do more; not too concernedabout price (1!)"
Naturalites: primarily concerned aboutpersonal health and wellness, and use
many natural products; would like to domore to protect the environment (#$!)"
Conventionals: practical, like to see theresults of what they do; interested in
green products that make sense (e"g",save money) in the long run (#%!)"
Driters: not too concerned about the
environment, &gure there's time to &environmental problems; don't
necessarilybuy a lot of green products, though maylike to be seen* in +hole oods toenhance their image (#%!)"
Unconcerned: have other priorities, notreally sure what green products areavailable, and probably wouldn't be
interested anyway; they buy productsstrictly on price, value, -uality, andconvenience (1.!)"
#Source/ 0atural arketing 2nstitute #34#314
o!ulation "reakdo#n
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s$c%ogra!%ic Segmentation ors$c%ogra!%ic Segmentation or
A&uent 'ndividualsA&uent 'ndividuals
s$c%ogra!%ic Segmentation ors$c%ogra!%ic Segmentation or
A&uent 'ndividualsA&uent 'ndividuals
56uent 7lobalists (18! of population39#4:illion in
spending power)
+ould be willing to pay more for products thatare environmentally friendly
inimi<ing impact on the environment is animportant part of life
elieve in protecting the environment
%Source/ 2psos3edelsohn 56uent Study 0ovember #44=
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rofle o Green Attitude (rofle o Green Attitude (
"e%avior Segments"e%avior Segments
rofle o Green Attitude (rofle o Green Attitude (
"e%avior Segments"e%avior Segments
Age
18>%. 114 8$ 8%
18>.= 14$ =1 =:
#$>$. 141 =: 14$.$>$. = 144 11=
$$>. 8$ 11$ 1#=
)ducation
7raduated ?ollege @lus 8$ 11: ##8
House%old 'ncome
94,444A =$ 111 1.$
9:$,444A =. 11% 14
9144,444A =% 11$ 1:8
9#44,444A =$ 11. #%=
.Source/ #44= Boublebase ediamark Cesearch D 2ntelligence; +eighted to @opulation (444) E ase/ 5ll
2nde (to Fotal G"S")Green at *%eir Green
Ungreen "est Advocates
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rofle o Green Attitude (rofle o Green Attitude (
"e%avior Segments"e%avior Segments
rofle o Green Attitude (rofle o Green Attitude (
"e%avior Segments"e%avior Segments
$Source/ #44= Boublebase ediamark Cesearch D 2ntelligence; +eighted to @opulation (444) E ase/ 5ll
Geogra!%ic Marketing +egions
0ew ngland = 11# 1:8
id>5tlantic 8= 1## 11ast ?entral 14: =1 8=
+est ?entral = 11$ =
Southeast 11# 8# $
Southwest 11: :4 :
@aci&c 8$ 111 1%$
2nde (to Fotal G"S")Green at *%eir Green
Ungreen "est Advocates
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rofle o +egional Di,erences inrofle o +egional Di,erences in
Green Attitude SegmentsGreen Attitude Segments
rofle o +egional Di,erences inrofle o +egional Di,erences in
Green Attitude SegmentsGreen Attitude Segments
Source/ #44= Boublebase ediamark Cesearch D 2ntelligence; +eighted to @opulation (444) E ase/ 5ll
Gngreen7reen at theSupermarket7reen in Fheory7reen ut Inly 2f 7reen at Fheir est7reen 5dvocates
Green Attitudes ( "e%aviors
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Degree to -%ic% U.S. Adult 'nternetDegree to -%ic% U.S. Adult 'nternet
Users 'ncor!orate Green "e%avior inUsers 'ncor!orate Green "e%avior in
Dail$ Liest$leDail$ Liest$le
Degree to -%ic% U.S. Adult 'nternetDegree to -%ic% U.S. Adult 'nternet
Users 'ncor!orate Green "e%avior inUsers 'ncor!orate Green "e%avior in
Dail$ Liest$leDail$ Liest$le
5dult 2nternet Gsers ?ompletely Somewhat 0one
18>#. =":! ::"1! 1%"#!
#$>%. "%! 81".! 1#"#!
%$>.. .".! 84"! 1$"4!.$>$. %"#! 8$"%! 11"$!
$$>. %":! 88"4! 8"%!
$A ."8! :."=! #4".!
:
ost consumers are incorporating 7reen* standards into their lifestyle" Fhistrend is lowest at the etremes in ages" However the amount of people thatcompletely accept 7reen* is amongst the youngest demographic/ 18>#."
Fhe least eco>conscious consumers are the oldest of the grouping at $A"
Fhe most eco>conscious consumers are the $$>. year olds who displaytendencies that lean somewhat toward eco>friendly behaviors"
Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314
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Consumer reerence or GreenConsumer reerence or GreenConsumer reerence or GreenConsumer reerence or Green
:! 5mericans agree that even in tougheconomic times, it is important to purchaseproducts with social and environmental
bene&ts*
$1! say they are willing to pay more* forthem
! say price is very important in purchase
decision .! look for -uality
$$! want good for your health*
.=! look for made in the GS5* 8Source/ ?onsumer Ceport #44=
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Green "enefts 'ncreasedGreen "enefts 'ncreased
in 'm!ortance Since Last /earin 'm!ortance Since Last /earGreen "enefts 'ncreasedGreen "enefts 'ncreased
in 'm!ortance Since Last /earin 'm!ortance Since Last /ear
=Source/ 7 ?onscious ?onsumer Ceport/ Cede&ning Jalue in a 0ew conomy #44=
0 o +es!ondents indicating t%is attri1ute is 2ver$ im!ortant3 or !roducts!urc%ased.
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Green Com!an$ MarketingGreen Com!an$ MarketingGreen Com!an$ MarketingGreen Com!an$ Marketing
5ccording to the green marketing study, 8#! indicated
they epect to spend more on green marketing in thefuture"
5t least half of respondents plan to engage in onlinemarketing eorts in the future"
#8! of marketers think green marketing is more eectivethan other marketing messages, compared to ! ofmarketers who think it is less eective"
anagement is more optimistic, with .! of themindicating that green marketing is more eMcacious"
#%! of those in operations think green marketing is moreeective"
?ompanies with smaller marketing budgets tend to spendmore on green marketing" Fhose with budgets under9#$4,444 spend Nust over #!, while those with budgets
of more than 9$4 million spend ! on green marketing" 14Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314
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)nvironmental Advertising 1$ Media)nvironmental Advertising 1$ Media)nvironmental Advertising 1$ Media)nvironmental Advertising 1$ Media
Online: :."#! of
respondents have spent
marketing budgets online"
rint: @rint is the secondstrongest media for 7reen
marketing at .="8!"
Direct: Birect completes the
top trio, at the third highestad spend, with .4! of total
spend" Ot%er Media: Iutdoor,
Cadio D FJ, and obileaccount for the remaining ad
spending"
11Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314
+es!ondents +e!orting Green Marketing "udgets in Media Categories
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Consumer Attitudes *o#ardsConsumer Attitudes *o#ards
Green Com!aniesGreen Com!aniesConsumer Attitudes *o#ardsConsumer Attitudes *o#ards
Green Com!aniesGreen Com!anies
.1! of 5mericans could not name a singlecompany that they consider the most sociallyand environmentally responsible"
+ithin these respondents/
:1! of consumers agree that they avoidpurchasing from companies whose practicesthey disagree with*
$$! tell others to shop for products based ona companyOs social and environmentalpractices
.8! tell others to drop products based on a
companyOs social and environmental practices 1#Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314