Marketing to the environmentally sensitive consumer of the 1990s

Author: Albert J. Yesk

Abstract:

This presentation examines and describes the environmental attitudes, beliefs and practices of consumers based on the findings from Green Action MONITOR, an environmental tracking study conducted annually by Yankelovich Clancy Shulman. Green Action MONITOR is based on a nationally representative sample of 1,002 household heads aged 18 or older. The purpose of this study is to measure quantitatively the level and intensity of consumer environmental activism in the United States and to address implications for marketing decisions and strategy. This presentation also includes environmental information from the Yankelovich MONITOR, a 22-year tracking study of consumer values and attitudes. Topics covered include overall concern for the environment, perceived seriousness of environmental problems, perceptions of business and government, responsibility for action, environmental activism, environmental consumer segments, as well as how to market and communicate effectively to the environmental sensitive consumer.

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