classification of consumers
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.