Almost 50% of Americans are Green

According to a recent Yahoo! Green study, 77 percent of consumers describe themselves as Green, actively living their lives conscious of their health and environment, and 57 percent have made a Green purchase in the past 6 months.

The study divided Greens into four groups below.

Deeply Committed:

• 23% of market... early-adopters of green who are looking to make a long-term impact
• Mostly adults (35+)
• Skew female
• More educated
• Higher percent live in metropolitan areas
• Respond most to the "positively impact the environment" message

Trendy:

• 24% of market... trend-setters who are motivated to be green to look cool
• Younger (18-34)
• More ethnically diverse
• Respond to messages about "everybody else is doing it," newest technology, cool/hip.

Practical:

• 13% of market... motivated to be green by immediate benefits such as saving money or improving health
• Skew a bit older (45+)
• More with children
• Over-index in rural areas

Passive:

• 17% of market, recognize green as important but place the responsibility more on others than themselves
• Younger adults (25-34)
• More women with kids
• Respond to messages about providing a better life for their family

Other:

The other 23% of the market says they don't care about the environment, or they say they care, but they don't take any action.

Read more on Research Brief blog.

Tags: green, yahoo, 4 types of greens