Targeting the Green Consumer

Abstract

This chapter draws comparisons between green consumers in various parts of the world: the United States, Western Europe, China, and Latin America. Today's green consumer is more sophisticated and multi-faceted and also varies depending upon where in the world you are sitting. Green concerns, behaviors, and attitudes tend to be quite localized as well. But despite these differences, there are a few key ideas to keep in mind. For all but the most green on a spectrum of green attitudes, green products must have the quality and efficacy that the consumer expects from a ‘non-green’ alternative. The chapter examines the following segments within the United States: the Green inDeed segment, Carbon Cultured segment, Green In Need segment, and the Jaded segment. Next, it turns to some other markets to see if these are current universals of the green consumer today.

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