No such thing as a green consumer?

Typology of Green Consumers (Non-javascript HTML version)

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These groups can be distinguished by:

• Their understanding of ‘sustainability’
• Their orientation to product and issue research
• The kind of information and outlets they use
• The degree to which they critique information
• The extent to which they convert beliefs into behaviour
  

Translators

For this group, awareness usually translates into action:

• They feel very guilty about not doing it before
• They gradually include more and more activities
• Their concern is often at the level of products rather than companies or industries
• They are prepared to make some sacrifices and are open to change if they can see the impact of their actions
• Their information seeking is largely passive
• We think that word of mouth and opinion leaders are important to this group
• They are uncritical of information sources
  

A Translator profile

• Alison is in her mid 20s
• She learned about recycling from her parents and started to do it herself when she lived in Germany
• She volunteers for conservation work with a local group
• Her boyfriend Paul is more interested in sustainable consumption so she is gradually trying to incorporate local shops into her food shopping routine and starting to boycott brands and retailers
• She’s never thought of looking up information on companies when buying a fridge but will try that in the future
• She likes to think of herself always trying to get a little bit better

Exceptors

• Sustainability is a priority
• This group have a complex understanding of a wide range of interdependent sustainability ideas
• They are change-seeking
• Their information seeking is active, company level and very critical
• They are comfortable with non-mainstream outlets, products and information sources

  BUT: There is one exception to their green lifestyle:

• This is usually a conscious exception
• It is usually a ‘small’ exception
• During the purchase process for this item they will completely ignore their usual green and/or ethical criteria
• They will have a specific justification for this purchase which allows them to be happy with their decision

An Exceptor profile

• Adriana is in her late 20s and is vegetarian
• She is a member of Friends of the Earth, Greenpeace, Amnesty International and People & Planet
• She aims to reduce waste through recycling, has a wormery for composting, tries to reduce her energy and water consumption at home and never drives
• She favours green or fairtrade FMCGs (and is happy to pay more for them), would never go to McDonalds and disapproves of supermarkets
• When she flies anywhere (and she tries not to) she plants trees to make her trip ‘carbon neutral’
  

  BUT she has recently bought an electric popcorn maker

Selectors

• This group are green or ethical in one aspect of sustainability only
  • Greenpeace OR recycling OR green energy OR organic
• Probably the most common group
• This would explain why green marketing fails and green marketing research can give conflicting results
• Support for Peattie’s notion of a context dependent portfolio of (possibly inconsistent) purchases
• Could be a starting point for the other groups
• Information seeking is selective, ad hoc and can be active, depending on the issue
  

A Selector profile

• Sue is in her 30s
• She hates waste of any kind: she recycles a wide range of materials, she composts, she reuses her carrier bags, she grows her own vegetables, she likes to make her own clothes from old material and saves any bits of material left over from that to make patchwork quilts
• She does her weekly shopping in a supermarket and uses her car whenever it is more convenient
• She does worry about the way food is produced but doesn’t buy fairtrade or organic because they are more expensive
• She feels that trying to find out about companies is far too time consuming

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