Consumption Patterns in the United States

Five Segments of Consumers in the United States

• “True Blue Greens” (major green purchasers and recyclers: 11%)
• “Greenback Greens” (will buy or give green, won’t make lifestyle changes: 5%)
• “Sprouts” (who care but would only spend a little more to buy green: 33%)
• “Grousers” (who see the environment as a problem, but somebody else’s: 18%)
• “Basic Browns” (who essentially don’t care/won’t care: 31%)

(Source: Roper Green Gauge, 2000. Roper Starch Worldwide)

The Roper Green Gauge illustrates the need to make environmentally friendly products more accessible to all segments of consumers, even those who contend that they do not care about the environment.

Lack of green product availability, additional costs, and confusion as to whether a product is actually cleaner (greenwash) are some of the challenges that need to be addressed through new government policies that level the playing field; corporate accountability to consumers by disclosing the environmental and social impacts of a product; and individual commitment and interest in purchasing cleaner, better products.