Research Finds 80% Of Consumers Have Green Motivation

According to research by Natural Marketing Institute (NMI), more than 80% of the total U.S. adult population show some type of “green motivation.” Moreover, the number of consumers who are “sustainability active” has increased since 2004 and now extends to several consumer segments identified by NMI.

The Natural Marketing Institute’s (NMI) consumer model is composed of five unique segments:

• LOHAS – 17% of all U.S. adults, these consumers are driven by personal and planetary health. They are the most frequent buyers of green, healthy, and socially-conscious products and are less price sensitive than other groups. They seek companies that practice corporate social responsibility (CSR).
• NATURALITES – 17% of all U.S. adults, these consumers are driven by personal health and wellness. They are regular purchasers of “eco-consumables,” want to do more for the environment, and are loyal to companies who practice Corporate Social Responsibility.
• DRIFTERS – 24% of all U.S. adults, they are driven by trends and are somewhat engaged in sustainability, but not deeply. They are price sensitive and are more eco-concerned when affected personally.
• CONVENTIONALS – 26% of U.S. adults. They are practical and do not have green-oriented attitudes, but they do engage in some related behaviors such as recycling or energy conservation. They are driven by cost savings or a desire to waste less.
• UNCONCERNED – 16% of U.S. adults. They are not actively engaged in a green agenda or influenced by Corporate Social Responsibility. Other priorities in life take precedence.

In 2004, only LOHAS consumers were “sustainability active.” An increase in DRIFTERS and CONVENTIONALS has led to an overall increase in green motivated consumers, reflecting a rise in environmental, social, and economic concerns.