Consumidores Ecologicos

Tipos de Consumidores ecológicos y la descripción de cada uno

Segmenting by green interests

The rules for addressing the fears of green consumers just got tougher and more complicated. Whereas their counterparts in an earlier day fretted over a rather short list of eco issues topped bby clean air and water, recycling, and conserving energy, today’s green consumers fear a much wider rangeof environmental, social, and economically related ills that include carbon emissioons and global climate change, fair trade, and labor rights. No one, of curse, has the mental and psychological bandwidth, time, or resources to act on all of these issues. So, even the most eco-aware consumers tend to prioritize their environmental concerns, making it necessary to further divide green consumers intofour sub-segments characterized by specific issues and causes: resources, health, animals, and the great outdoors. My colleagues and I at J. Ottaman Consulting deriver the segmentation depicted in figure 2.4, with further depth provided in figure 2.5, from empirical evidence, and offer it as a supplemental to the NMI segmentation described above to help you add relevance and precision to effortstargeting the deeper green consumers.

Resource Conservers
Resource Conservers (author included) hate waste. Wearing classic styles that last for years, they can be spotted carrying canvas shopping bags and sipping water from reusable bottles. They take their used printer cartridges and electronics to the drop-off center at Best Buy. Once avid newspaper recyclers, they switched to online newsservices long ago. At home, they reuse their plastic food storage bags and aluminum foil. Ever watchful of saving their “drops” and “watts”, they install water-saving toilets and showerheads and faucet aerators. They shun over-packaged products, knowing they will cost them more in “pay as you throw” municipal waste system. They’ve swapped their incandescent lamps for CFLs long ago, and they plugtheir lamps and appliances into power strips, allowing them to save more watts while at work or during a weekend away.
Given the means to do so, they buy home composters to process food waste and install solar panels to save money on electricity. Resource Conservers relish the financial savings that result from these behaviors (it makes them feel smart), and share their experiences whittheir friends and family to help cut down on more waste. Organizations such as Green America and Center for the New American Dream keep them supplied with ever more tips on eliminating waste.

Health Fanatics
The rule of thumb for Health Fanatics is the consequences of environmental maladies on one’s personal health. These are the folks who worry about sun-induced skin cancer fear the long-termimpacts on their children’s health from pesticide residues on produce, and perk up to news articles about lead and other contaminants in children’s toys and school supplies. Health Fanatics apply sunscreen, par a premium for organic foods, non-toxic cleaning products, and natural pet care. Catch them bookmarking websites such as the Ecology Center’s HealthyStuff.org and HealthyToys.org to keepabreast of the latest on toxic substances in such recently spotlighted products as school supplies, car seats, toys, automobiles, and pet products

Animal Lovers
As their name suggest, Animal Lovers are passionate about all animals, whether it be their own pets or those in shelters, as those in the wild. Likely to be vegetarian or vegan, Animals Lovers are committed to a pro-animal lifestyle.They belong to People for the Ethical Treatment of Animals (PETA), boycott tuna and fur, and only buy products labeled as “cruelty-free” (not tested on animals). They perk up to news stories featuring animals in need, whether it be manatees or polar bears in faraway sites to stray in their neighborhood, and are most likely to volunteer at the local animal shelter. Out of concern for marine life,...