| Understanding today's environmentally aware consumer

Eco-Demographics: Behind the Consumer Mask

In Joel Makeower’s book, “Strategies for the Green Economy,” the author breaks down Green Consumers into the following categories:

(34%) “Bright Greens”: highly engaged but skeptical

(10%) “Green Motivated”: likely to accept corporate green programs at face value

(26%) “Green Hypocrites”: love to talk about green but don’t go even slightly out of their way for it

(19%) “Green Ignorants”: don’t know, don’t care

(11%) “Dull Greens”: not explained in the book

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