BUYER CHARACTERISTICS OF THE GREEN CONSUMER AND THEIR IMPLICATIONS FOR ADVERTISING STRATEGY

The authors construct a psychographic profile of the green consumer in terms of variables directly related to purchase behavior, such as pri ce consciousness and general care in shopping interest in new products , and brand loyalty. Additionally, they address attitudes toward adver tising and media preferences. Data from 3264 respondents to the DDB Ne edham Life Style Study were analyzed. The results show the green consu mer to be an opinion leader and a careful shopper who seeks informatio n on products, including information from advertising, but also sugges t that the green consumer is rather skeptical of advertising. The impl ications are that green consumers may be receptive to green marketing and advertising, but marketers should take care not to alienate them b y using ambiguous or misleading messages.