ABSTRACT
The rules for addressing the fears of green consumers just got tougher and more complicated. Since it was first ignited during the 1970s, the green consumer revolution has been led by women aged between 30 and 49 with children and with better-than-average education. Assuming a very personal approach to the environment, Naturalites aim to achieve a healthy lifestyle and believe in mind–body–spirit philosophies in addition to the power of prayer. About one in six U. S. adults, or 34 million consumers, falls into the Naturalites segment. Driven by trends more than by deeply held beliefs, Drifters are the second largest segment of the population, representing 25% of all U. S. adults or 57 million consumers. The Unconcerneds skew towards younger males living in the South with slightly below-average incomes and lower education levels. Resource Conservers relish the financial savings that result from these behaviors, and share their experiences with their friends and family to help cut down on more waste.
