clas­si­fi­ca­tion of con­sumers

The Smart Manager - - Sustainability Is A Marketing Problem -

Nielsen, based on their re­search in green con­sumerism, has clas­si­fied cus­tomers into var­i­ous shades of green based on their shop­ping habits and at­ti­tudes. 01 dark greens: They will go out of their way to pur­chase a sus­tain­able prod­uct. They are will­ing to pay more for sus­tain­able prod­ucts and ser­vices. 02 light greens: They feel a need to do some­thing about the re­source crunch and en­vi­ron­men­tal pro­tec­tion. They may be at­tracted to sus­tain­able prod­ucts, but those have to pass the value test. They will not pay ma­te­ri­ally more for sus­tain­able prod­ucts, but will choose sus­tain­abil­ity if all other as­pects are equal. 03 non-greens: They do not re­ally con­sider so­cial or en­vi­ron­men­tal is­sues in their pur­chase de­ci­sions.

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