Profiling Green Consumers

Abstract

Many studies have tried using demographics and other measures to improve our understanding of prospective green buyers and to learn how to encourage more green behaviors. This study employed two online surveys of U.S. adults (total of 1,330 respondents) to examine the contribution of demographic, psychographic, and other variables for describing consumers with environment-friendly attitudes. The results confirmed the limited value of demographics (e.g., age was not related to green attitudes). New variables tested included impulsiveness behavior, privacy concerns, religiosity, spirituality, risk and time preferences, handedness, and political orientation. Although most green studies have not included social desirability bias controls, this measure appeared to be important. Other variables that were positively linked to green attitudes include hedonic consumption, privacy concerns, spirituality measures, risk preferences, and liberal political preferences. These results offer new insights for building segments of green consumers, for developing messages for these consumers, and for efficiently communicating with consumers who have environment-friendly attitudes.