TVB PB Green Marketing

7/18/2019 TVB PB Green Marketing

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Green MarketingGreen Marketing

1



Defnition o Green ConsumerDefnition o Green Consumer

Defnition o Green ConsumerDefnition o Green Consumer

LOHAS: (Lifestyle of Heath andSustainability) very progressive on

environment and society, looking forways to do more; not too concernedabout price (1!)"

Naturalites: primarily concerned aboutpersonal health and wellness, and use

many natural products; would like to domore to protect the environment (#$!)"

Conventionals: practical, like to see theresults of what they do; interested in

green products that make sense (e"g",save money) in the long run (#%!)"

Driters: not too concerned about the

environment, &gure there's time to &environmental problems; don't

necessarilybuy a lot of green products, though maylike to be seen* in +hole oods toenhance their image (#%!)"

Unconcerned: have other priorities, notreally sure what green products areavailable, and probably wouldn't be

interested anyway; they buy productsstrictly on price, value, -uality, andconvenience (1.!)"

#Source/ 0atural arketing 2nstitute #34#314

o!ulation "reakdo#n



s$c%ogra!%ic Segmentation ors$c%ogra!%ic Segmentation or

A&uent 'ndividualsA&uent 'ndividuals

s$c%ogra!%ic Segmentation ors$c%ogra!%ic Segmentation or

A&uent 'ndividualsA&uent 'ndividuals

56uent 7lobalists (18! of population39#4:illion in

spending power)

+ould be willing to pay more for products thatare environmentally friendly

inimi<ing impact on the environment is animportant part of life

elieve in protecting the environment

%Source/ 2psos3edelsohn 56uent Study 0ovember #44=



rofle o Green Attitude (rofle o Green Attitude (

"e%avior Segments"e%avior Segments



Age

18>%. 114 8$ 8%

18>.= 14$ =1 =:

#$>$. 141 =: 14$.$>$. = 144 11=

$$>. 8$ 11$ 1#=

)ducation

7raduated ?ollege @lus 8$ 11: ##8

House%old 'ncome

94,444A =$ 111 1.$

9:$,444A =. 11% 14

9144,444A =% 11$ 1:8

9#44,444A =$ 11. #%=

.Source/ #44= Boublebase ediamark Cesearch D 2ntelligence; +eighted to @opulation (444) E ase/ 5ll

2nde (to Fotal G"S")Green at *%eir Green

Ungreen "est Advocates







$Source/ #44= Boublebase ediamark Cesearch D 2ntelligence; +eighted to @opulation (444) E ase/ 5ll

Geogra!%ic Marketing +egions

0ew ngland = 11# 1:8

id>5tlantic 8= 1## 11ast ?entral 14: =1 8=

+est ?entral = 11$ =

Southeast 11# 8# $

Southwest 11: :4 :

@aci&c 8$ 111 1%$

2nde (to Fotal G"S")Green at *%eir Green

Ungreen "est Advocates



rofle o +egional Di,erences inrofle o +egional Di,erences in

Green Attitude SegmentsGreen Attitude Segments

rofle o +egional Di,erences inrofle o +egional Di,erences in

Green Attitude SegmentsGreen Attitude Segments

Source/ #44= Boublebase ediamark Cesearch D 2ntelligence; +eighted to @opulation (444) E ase/ 5ll

Gngreen7reen at theSupermarket7reen in Fheory7reen ut Inly 2f 7reen at Fheir est7reen 5dvocates

Green Attitudes ( "e%aviors



Degree to -%ic% U.S. Adult 'nternetDegree to -%ic% U.S. Adult 'nternet

Users 'ncor!orate Green "e%avior inUsers 'ncor!orate Green "e%avior in

Dail$ Liest$leDail$ Liest$le

Degree to -%ic% U.S. Adult 'nternetDegree to -%ic% U.S. Adult 'nternet

Users 'ncor!orate Green "e%avior inUsers 'ncor!orate Green "e%avior in

Dail$ Liest$leDail$ Liest$le

5dult 2nternet Gsers ?ompletely Somewhat 0one

18>#. =":! ::"1! 1%"#!

#$>%. "%! 81".! 1#"#!

%$>.. .".! 84"! 1$"4!.$>$. %"#! 8$"%! 11"$!

$$>. %":! 88"4! 8"%!

$A ."8! :."=! #4".!

:

ost consumers are incorporating 7reen* standards into their lifestyle" Fhistrend is lowest at the etremes in ages" However the amount of people thatcompletely accept 7reen* is amongst the youngest demographic/ 18>#."

Fhe least eco>conscious consumers are the oldest of the grouping at $A"

Fhe most eco>conscious consumers are the $$>. year olds who displaytendencies that lean somewhat toward eco>friendly behaviors"

Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314



Consumer reerence or GreenConsumer reerence or GreenConsumer reerence or GreenConsumer reerence or Green

:! 5mericans agree that even in tougheconomic times, it is important to purchaseproducts with social and environmental

bene&ts*

$1! say they are willing to pay more* forthem

! say price is very important in purchase

decision .! look for -uality

$$! want good for your health*

.=! look for made in the GS5* 8Source/ ?onsumer Ceport #44=



Green "enefts 'ncreasedGreen "enefts 'ncreased

in 'm!ortance Since Last /earin 'm!ortance Since Last /earGreen "enefts 'ncreasedGreen "enefts 'ncreased

in 'm!ortance Since Last /earin 'm!ortance Since Last /ear

=Source/ 7 ?onscious ?onsumer Ceport/ Cede&ning Jalue in a 0ew conomy #44=

0 o +es!ondents indicating t%is attri1ute is 2ver$ im!ortant3 or !roducts!urc%ased.



Green Com!an$ MarketingGreen Com!an$ MarketingGreen Com!an$ MarketingGreen Com!an$ Marketing

5ccording to the green marketing study, 8#! indicated

they epect to spend more on green marketing in thefuture"

5t least half of respondents plan to engage in onlinemarketing eorts in the future"

#8! of marketers think green marketing is more eectivethan other marketing messages, compared to ! ofmarketers who think it is less eective"

anagement is more optimistic, with .! of themindicating that green marketing is more eMcacious"

#%! of those in operations think green marketing is moreeective"

?ompanies with smaller marketing budgets tend to spendmore on green marketing" Fhose with budgets under9#$4,444 spend Nust over #!, while those with budgets

of more than 9$4 million spend ! on green marketing" 14Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314



)nvironmental Advertising 1$ Media)nvironmental Advertising 1$ Media)nvironmental Advertising 1$ Media)nvironmental Advertising 1$ Media

Online: :."#! of

respondents have spent

marketing budgets online"

rint: @rint is the secondstrongest media for 7reen

marketing at .="8!"

Direct: Birect completes the

top trio, at the third highestad spend, with .4! of total

spend" Ot%er Media: Iutdoor,

Cadio D FJ, and obileaccount for the remaining ad

spending"

11Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314

+es!ondents +e!orting Green Marketing "udgets in Media Categories



Consumer Attitudes *o#ardsConsumer Attitudes *o#ards

Green Com!aniesGreen Com!aniesConsumer Attitudes *o#ardsConsumer Attitudes *o#ards

Green Com!aniesGreen Com!anies

.1! of 5mericans could not name a singlecompany that they consider the most sociallyand environmentally responsible"

+ithin these respondents/

:1! of consumers agree that they avoidpurchasing from companies whose practicesthey disagree with*

$$! tell others to shop for products based ona companyOs social and environmentalpractices

.8! tell others to drop products based on a

companyOs social and environmental practices 1#Source/ nvironmental Leader and ediauyer@lanner Study as seen in ?enter for edia Cesearch 13.314

TVB PB Green Marketing

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