People in developing nations are more environmentally conscious than their counterparts in rich nations, according to the results of a new survey.
The study, released by marketing information group TNS, examines how environmental issues have impacted the lifestyles, attitudes and purchase behaviors of global consumers.
Survey responses from the developed nations (the United States, the United Kingdom, France, Japan, Germany, Hong Kong and Korea) were invariably clustered at the least environmentally conscious and responsible end of the spectrum. Developing nations (Mexico, Thailand, Brazil and Malaysia) showed the highest concern for the environment and greatest willingness to take action and seek out ‘greener’ products.
Other highlights include:
- The vast majority of respondents from developing nations believe in the threat of global warming (positive responses ranged from 84% to 94%), whereas those from industrialized nations are not yet convinced (only 49-64% believe)
- Developing nations’ respondents also claim to be willing to pay more for eco-friendly products. A staggering 94% of Thai respondents and 83% of Brazilians were willing to pay more for environmental friendliness, while only 45% of British and 53% of American respondents were willing to dig deeper to help the environment.
US Consumer Segmentation
In order to better understand the diverse environmental sentiments across the United States, TNS experts identified eight distinct segments among U.S. consumers. The segments range from highly environmentally motivated and active segments (The Respectful Stewards and Eco Centrics), which make up 23% of consumers, to total non-believers (Eco Villains), who constitute 7% of consumers.
Interestingly, the two segments showing the highest levels of concern and environmental activism are also two of the most diverse. The segment dubbed The Respectful Stewards (Madre de Tierra Verde) makes up 7% of the total U.S. population and is 86% Hispanic–it is also the segment most concerned about the environment.
Members of this segment are characteristically less educated, lower-income Hispanics living in large urban households. Not at all cynical, they are inclined to believe in a company’s green credentials.
Conversely, the other highly-concerned and active segment, the Eco Centrics, is comprised of well-educated, high-income individuals in the urban South and West. Members of this segment work actively to protect and improve the environment through green activities, such as vegetarianism and recycling, and are willing and able to pay more for eco-friendly products. They are generally scornful of companies’ green efforts, viewing corporate green initiatives as nothing more than marketing tactics.
The largest distinct groups of U.S. consumers are environmentally conscious for practical reasons. Frugal Earth Mothers, the largest segment of U.S. consumers at 18%, are thrifty females in lower-income rural households who embrace environmentally friendly activities to reduce day-to-day costs. While they are likely to take steps such as buying used items, washing clothes in cold water, turning off appliances and installing insulation, they are only somewhat willing to pay for green products. Proud
Traditionalists, typically Midwesterners in rural markets, make up 14% of the population. These consumers are environmentally responsible in order to keep the household running smoothly — investing in insulation, water-efficiency and clean-air filters — and seek out environmental products with long-term cost savings.
It is also worthwhile to note which segments will not respond well to green messaging. Eco Villains are the least environmentally-friendly segment of U.S. consumers. Predominantly Midwestern, middle-income family-men in small to mid-sized metro areas, Eco Villains do not believe in global warming, disdain eco-conscious products and suspect that environmental media coverage is propaganda.
TNS research experts compared 23,000 consumer responses from 17 different countries across 5 continents during Q! 2008. Survey questions were designed to gauge respondents’ level of concern for the environment, their willingness to seek out and pay a premium for environmentally-friendly products and their activism.
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