ISSN 1822-6515 ISSN 1822-6515

EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

IVESTIGATION OF GREEN CONSUMER PROFILE: A CASE OF

LITHUANIAN MARKET OF ECO-FRIENDLY FOOD PRODUCTS
Jūratė Banytė1, Lina Brazionienė2, Agnė Gadeikienė3
1
Kaunas University of Technology, Lithuania, jurate.banyte@ktu.lt
2
Kaunas University of Technology, Lithuania, l_bartnikaite@yahoo.com
3
Kaunas University of Technology, Lithuania, agne.gadeikiene@ktu.lt

Abstract
Nowadays, sustainable development, i.e. a compromise between environmental, economical, and
social objectives of society, is inevitably essential in order to reach the well-being of present and future
generations. In this context the change in consumption tendency has been observed recently. It is
characterized by the increase in consumers’ environmental awareness, increased interest in eco-friendly, safe
and “clean” products that do not pollute the environment. In terms of marketing, such changes determine the
need to know the new, so called green, consumer and to adapt marketing solutions with the focus on
ascertaining the expectations and satisfying the needs of such a consumer. Thus, this article presents the
interpretation of the conception of a green consumer based on the investigations of both foreign and
Lithuanian scientific works. When describing a green consumer, its profile is generalized in the article. It
encompasses both demographic and psychographic-behavioural characteristics of a consumer. The article
introduces the findings of empirical research into the demographic and psychographic-behavioural profiles of
female consumers of eco-friendly food products in Lithuania.
Keywords: green marketing, green consumer profile, Lithuanian market of eco-friendly food products.

Introduction
Changing consumer attitudes towards environmental consideration, eco-friendliness, and social
responsibility are identified, observing tendencies of changes in the contemporary environment (Memery,
Megicks & Williams, 2005; D’Souza, Taghian & Lamb, 2006). Nowadays, sustainable development, i.e. a
compromise between environmental, economical, and social objectives of society, is inevitably essential in
order to reach the well-being of present and future generations (Čiegis, Ramanauskienė & Startienė, 2009).
This situation is driving firms to undertake an environmental transformation process with the purpose of
reducing the negative externalities that come from their economic activities (Fraj-Andrés, Martinez-Salinas
& Matute-Vallejo, 2009).
Within this context, the change of marketing topics that dominate in scientific literature can be
observed (Banytė & Gadeikienė, 2008), when an increasing amount of attention is given to the problems of
green marketing (Grundey & Zaharia, 2008) and environmental marketing (Fraj-Andrés, Martinez-Salinas &
Matute-Vallejo, 2009). These new emerging business philosophies empower organizations to address
sustainability issues and are seen as valuable strategies to improve a company’s competitiveness (Fraj-
Andrés, Martinez-Salinas & Matute-Vallejo, 2009). More and more frequently theoretical and empirical
studies of green marketing are based on the aim of business enterprises to effectively satisfy the growing
needs and expectations of green consumers and to successfully implement the sales goals of eco-friendly
products.
The performed studies of scientific literature (Smoliankina, 2000; Grundey, 2003; Ottman & Reilly,
1998; Ramanauskienė, 2008; Ottman, Stafford & Hartman, 2008; Grundey & Zaharia, 2008) enable to state
that the phenomenon of green marketing has not been sufficiently revealed yet, and empirical researches in
the area of green marketing in Lithuania have been started only recently (Liesionis, 2006; Gargasas,
Ramanauskienė & Rukuižienė, 2007; Ramanauskienė, 2008; Grundey, 2009). The present investigation level
of green marketing shows that as competitiveness increases especially as the factor of social and ecological
responsibility of business becomes more important (Juščius & Snieška, 2008), green marketing may become
an effective tool for acquiring company competitive advantage and for strengthening the image. Therefore
analysis of green marketing priorities and identification of the characteristics of green consumer in order to
make suitable marketing decisions is especially relevant and timely. With regard to the mentioned aspects
the problem, tackled in this article, is formulated as the following questions: what are the main
characteristics and behaviour profile of a green consumer and how are they expressed as consumers make a
decision to buy?
Research object: profile of a green consumer.

374
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

The objective of the article: to identify the main characteristics of a green consumer and to base them
empirically on the example of Lithuanian female consumers of eco-friendly food product.
Research methods: systematic and comparative analysis of scientific literature; quantitative research.

The conception of green consumer

Considering the fact that, according to A. Bakanauskas & V. Liesionis (2002), green marketing has
accumulated and combined all the aspects and advantages of former marketing development, this conception
is believed to be one of the most advanced stages of marketing development. The situation analysis,
performed by L. Abromaitytė-Sereikienė (2008), shows that the ways companies aspire for their goals or the
goals themselves are not always based on ethical principles and they do not always correspond to the actual
values of the society. However, the new green marketing paradigm indicates the change in consumer
behaviour. In the market, there appear more and more so called green consumers who cannot be disregarded
by modern companies striving both to maximize profit and to search for solutions to society problems
(Bakanauskas & Liesionis, 2002; D‘Souza, Taghian & Lamb, 2006). The heightened awareness and
changing preferences of consumers is also a driving force that is necessitating the transformation for
businesses to become better environmental stewards (Olson, 2009).
When stressing the significance of consumer’s education and society’s ecological culture
development, J. Ruževičius (2009) emphasizes that an environmentally sophisticated consumer is becoming
a competent and demanding buyer, which induces business representatives and state institutions to act
purposefully in the field. J. Laurinėnaitė (2007) asserts that the research shows that there is a tendency of
healthy lifestyle in many countries around the world, i.e. inhabitants start to perceive care for environment
protection as a care for themselves. Nevertheless, C. D‘Souza, M. Taghian & P. Lamb (2006); J. Pickett-
Baker, R. Ozaki (2008) assume that a consumer’s knowledge of the environmental issues does not
necessarily indicate he or she will make the decision to buy green products. Green purchase intention,
arguably, depends on consumer’s altruism and the way they can be motivated. Knowledge on environmental
issues is the significant predictor of consumer behaviour to be responsible towards environment (Shellyana
Junaedi, 2007) and tends to create awareness in brands and possible positive attitudes towards green brands,
while environmental labels may assist in identifying green product attributes.
In the analysis of the essence of public-environmental movement, A. Bakanauskas & V. Liesionis
(2002), point that the responsibility for personal behaviour has become the main idea of the movement. The
development that answers current needs and does not pose a danger to future generations to satisfy their
needs is emphasized (Streimikienė & Vasiljevienė, 2004; Čiegis, 2008). According to the authors, such a
way of society lifestyle and its development is referred to as sustainable development. Thus, in order to
achieve the highest quality of products and services provided, companies must base their activity on the
principles of sustainable development. Moreover, the companies that are successful due to increasing
pressure of influence groups are committed to share the success with others while bringing benefit to the
society, business and environment (Ruževičius & Serafinas, 2007).
In the context, the marketing of modern companies is becoming more and more focused on
environmental issues (the principles of green marketing are more often applied in company activity) and
when communicating with consumers, they do not stress the benefit of a particular product, yet the value
created when producing, selling and using an eco-friendly product. Therefore, further theoretical study of the
conception of a green consumer and its attributes becomes relevant, especially when being aware that the
number of green consumers is rapidly increasing in the market; and yet more, they are active in advocating
the benefit of environmental conservation and ignoring the producers the goods of which are not eco-friendly
and environmentally friendly.
In scientific literature (Roberts, 1990; Ottman & Reilly, 1998; Wind, 2004; Ščypa, 2006; Laurinėnaitė,
2007) it is acknowledged that the discussion on the unanimous approach to the conception of a green
consumer is still going on. Green consumer is defined differently in scientific works. J.Laurinėnaitė (2007)
uses the notion of new consumer (a Lithuanian equivalent of an English word prosumer (i.e. pro +
consumer) which could be partly attributed to a green consumer. The notion is not accurate, however, as the
new consumer is not necessarily a green consumer. On the other hand, new consumer tends to be interested
in environmental issues more than a traditional consumer; and therefore, the possibility to find green
consumers among the new ones is substantially greater than among the traditional ones (Wind, 2004).
According to D. E. Wind (2004) green consumer is an inhabitant who approves the principles of green
marketing and advocates eco-friendly lifestyle. P. Ščypa (2006) has a notion that green consumer is a

375
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

consumer who buys eco-friendly products not because it is becoming fashionable, but because he cares about
environmental issues. In other words, these are the consumers who search for evidence in the labels that the
product is eco-friendly or environmentally-friendly. Moreover, they are motivated to buy green products
even if they are of lower quality and higher price in comparison to alternative products. These consumers
make every effort to search for products that favour the environment (D‘Souza, Taghian & Lamb, 2006).
This article uses the conception of a green consumer formulated according to P. Ščypa (2006): green
consumer is a consumer who constantly buys eco-friendly products and is actively concerned with
environmental issues and solutions to them.

Profile of green consumer

In order to know a green consumer better, it is necessary to investigate their various characteristics
(demographic and psychographic-behavioural) as only knowing green consumer attributes, their personality
and lifestyle, the motives to buy ecological product, usefulness and attitude, it is possible to choose effective
solutions of green marketing. Therefore, accepting the approach that the conception of green consumer is
best reflected by his characteristics, it is purposeful to analyze the profile of a green consumer further.
Besides, it is considered in the scientific literature that “there is no consensus about what is ‘true’ profile of a
green consumer” (D‘Souza, Taghian, Lamb & Peretaitko, 2007).
Demographic profile of a green consumer
Demographic characteristics of a green consumer that reflect such green consumer attributes as age,
gender, education, purchasing power and etc, were analyzed in the scientific literature by various authors (for
example, Roberts, 1990; Ottman & Reilly, 1998; Straughan & Roberts, 1999; Getzner & Grabner-Kräuter,
2004). When reviewing scientific studies and empirical research into demographic profile of a green
consumer, M. Getzner & S. Grabner-Kräuter (2004) notice that the majority of studies were focused on
discernment of those demographic characteristics that have an impact on green consumer’s behaviour or/and
on formation of his eco-friendly attitude. Although it is not enough to know demographic characteristics of
consumers to determine the profile of green consumers, they undoubtedly provide with certain set of
common factors that gives useful information when segmenting consumers (D‘Souza, Taghian, Lamb &
Peretaitko, 2007). According to the mentioned authors, the following characteristics reflect demographic
profile of a green consumer best:
− Age. It is often considered that the average age of a green consumer is lower than that of a typical
consumer, i.e. younger people are more likely to be sensitive to environmental issues (Memery, Megicks
& Williams, 2005; D‘Souza, Taghian, Lamb & Peretaitko, 2007). However, some studies reveal opposite
results either (do Paço, Raposo & Filho, 2009). The study performed by J. A. Ottman & W. R. Reilly
(1998) confirms that green consumers usually belong to the age group of 30 to 44.
− Gender. Empirical studies show that women are more sensitive to environmental issues and perceive
them better than men do; and therefore, they more often become green consumers (Ottman & Reilly,
1998; (Memery, Megicks & Williams, 2005; do Paço, Raposo & Filho, 2009). On the other hand, the
studies prove that men possess deeper knowledge on environmental issues, whereas women care about
the quality of environment more (Mostafa, 2007; D‘Souza, Taghian, Lamb & Peretaitko, 2007).
− Purchasing power. Consumers who have higher than average purchasing power are more sensitive to
environmental issues in comparison to those who receive average or low income (Ottman & Reilly,
1998), which is because they can pay less attention to differences between eco-friendly and conventional
product prices (do Paço, Raposo & Filho, 2009). However, there exist the studies that present contrary
findings (do Paço, Raposo & Filho, 2009).
− Education. Empirical studies proved that better educated consumers perceive environmental issues better
and are more sensitive to them (Ottman & Reilly, 1998; (Memery, Megicks & Williams, 2005; D‘Souza,
Taghian, Lamb & Peretaitko, 2007; do Paço, Raposo & Filho, 2009).
Consequently, demographic profile of a green consumer based on scientific research indicates that
well-educated women, who belong to age group of 30 to 44, and whose annual household income is higher
than average may be considered to be consumers who will possibly be involved into eco-friendly product
purchase behaviour.
Psychographic-behavioural profile of a green consumer
Psychographic-behavioural profile of a green consumer reveals psychographic characteristics of a
green consumer (personal qualities, lifestyle, hobbies, activity, etc.) and behaviour (attitude, knowledge,
motives, benefit, response for buying eco-friendly product, etc.) (do Paço, Raposo & Filho, 2009). Although

376
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

some authors (Straughan & Roberts, 1999; Getzner & Grabner-Kräuter, 2004; Ščypa, 2006; do Paço, Raposo
& Filho, 2009) analyse the behavioural and psychographic profiles of a green consumer separately, in
principle the mentioned profiles are very similar since the peculiarities of consumer behaviour are closely
related to their psychographic attributes (personal qualities, lifestyle, social class, etc.), which has an impact
on their motives for buying an eco-friendly product and the like. On the other hand, scientific studies show
that different aspects of green consumer’s psychographic characteristics and especially behaviour are
emphasized in the analysis of psychographic-behavioural profile of a green consumer. It is purposeful to
discuss the aspects separately.
Consumer classification according to their disposition to contribute to environmental conservation
When introducing the findings of studies undertaken by Roper Starch Worldwide in 1990-1996, J. A.
Ottman & W. R. Reilly (1998) identify five segments of consumers:
− Loyal green consumers firmly believe that it is necessary to have environmental awareness and try to
contribute significantly to environmental conservation. They attempt to buy eco-friendly products and to
pay more for them (up to 40 percent) in comparison to identical yet non-eco-friendly products. Being
politically and socially active, these consumers try to persuade other people to contribute more to
environmental conservation and to buy more or only eco-friendly products (Ottman, Reilly, 1998). Some
authors (D‘Souza, Taghian & Lamb, 2006) call the attitude of green consumers to buy only eco-friendly
products altruism. In scientific literature, altruism is considered to be one of the most typical
psychographic attributes of loyal green consumers (Straughan & Roberts, 1999).
− Less devoted green consumers are strongly concerned with environmental issues, yet they are too busy to
change their lifestyle. Thus, such consumers only favour the activity of loyal green consumers but do not
tend to be actively involved. They are ready to pay for eco-friendly products 10 to 22 percent more than
for non-eco-friendly products (Ottman & Reilly, 1998). Studies performed in Lithuania reveal that local
less devoted green consumers are ready to pay up to 10 percent more for eco-friendly product
(Laurinėnaitė, 2007). According to the scientists R. D. Straughan & J. A. Roberts (1999), altruism is not
so characteristic of less devoted green consumers as of loyal green consumers.
− Consumers developing towards green approve the activity of green consumers only sometimes and
subject to the situation. They act in a similar way when purchasing eco-friendly products. Consumers
developing towards green are ready to pay for eco-friendly products 4 percent more than for identical
non-eco-friendly products (Ottman & Reilly, 1998).
− Conservative consumers unwilling to change think that this should be the initiative and responsibility of
the state and large companies. The majority of such consumers do not have sufficient information about
environmental issues, yet the consumer group would buy eco-friendly products provided their price is
the same as of non-eco-friendly products (Ottman & Reilly, 1998).
− Consumers completely unwilling to change do not consider environmental issues to be serious at all.
Therefore, they do not take the initiative of environment protection since it does not matter to them on
principle (Ottman & Reilly, 1998). Altruism is not typical neither of conservative consumers nor of those
completely unwilling to change (Straughan & Roberts, 1999).
Green consumer classification according to their needs
In their analysis of green consumer psychology, J. A. Ottman & W. R. Reilly (1998) maintain that
when buying eco-friendly products, green consumers pursue to satisfy various needs. The needs and
purchase strategies of green consumers are presented in Figure 1.

Need Strategy

Search for information when reading product

For information
labels and studying marking
Support for green producers’ trademarks and
For control
disregard for other producers
Buying the products that may be environmentally-
To change/reduce guilt of environment pollution
friendly (i.e. eco-friendly products)
To express lifestyle Buying “green versions of a product”
Figure 1. Needs and purchase strategies of a green consumer (Ottman & Reilly, 1998; Wind, 2004)

377
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

According to the information presented in Figure 1, it is possible to discuss green consumers’ needs
for information, control, changes and lifestyle expression more thoroughly.
− Need for information. M. Getzner & S. Grabner-Kräuter (2004) ground the need for information on green
consumer’s necessity to know. Knowing is a criterion that has an impact on green consumer behaviour in
all the stages of decision making process on buying an eco-friendly product. There is an assumption that
the better green consumers will be informed and the more they will know about the qualities of an eco-
friendly product, the more they will be motivated to buy the product. Green consumer’s need for
information is closely related to knowing how and where to find eco-friendly products. When searching
for eco-friendly products in supermarkets, green consumers must know where they are located, what the
difference between ecological and analogous non-eco-friendly products is (Wind, 2004). In this context
eco-friendly labelling of products becomes very important (D‘Souza, Taghian & Lamb, 2006; Čiegis,
2008). Knowledge on environmental issues tends to create awareness in brands and possible positive
attitudes towards green brands, while environmental labels may assist in identifying green product
attributes (D‘Souza, Taghian & Lamb, 2006).
− Need for control. J. A. Ottman & W. R. Reilly (1998) notice that green consumers study the products that
belong to the same group closely and pay special attention to the terms of their description. In order to
emphasize the aspect of environment protection, green companies use the terms that define eco-friendly
nature in various stages of product manufacturing, presentation and maintenance, i.e. production
(produced with no harm to the environment), supply (raw material are of vegetable origin), distribution
(package may be reused), marketing (application of ethic marketing principles), usage (product is of long-
term use) and maintenance after purchase (product may be recycled). Consumers usually buy products of
the green producers they can trust. Companies producing non-eco-friendly goods may simply be ignored
by consumers.
− Need to change. Green consumers want to feel able to change the world at least fractionally. Eco-friendly
product purchase and usage expresses green consumers’ wish to contribute to environmental conservation
in such a way (Ottman & Reilly, 1998).
− Need to express lifestyle. Qualities and price of an eco-friendly product, as of any other product, has a
considerable impact on consumers when deciding on buying them. J. A. Ottman & W. R. Reilly (1998) state
that green marketing specialists have to make decisions about competitive price of eco-friendly products or
about intensive communication of their valuable attributes in the market. No matter how favourable
consumers are to eco-friendly attributes of a product, they want to buy the products that do not conflict with
their established lifestyle (Manaktola & Jauhari, 2007). According to the authors, consumers wish to acquire
an eco-friendly product in order to achieve a minimal conflict between their consumption and a growing
need for safety. Thus, green consumers tend to buy so called “green versions of products”, i.e. when a
product existing in the market or one of its components is replaced with environmentally-friendly one. As
Wind (2004) notes it is very important that the price of “green version of a product” was the same or close to
the established price of a conventional product in the market. Presentation of “green version of a product” in
the market capacitates the consumer to feel green consumer without changing his lifestyle.
Green consumer classification according to their motives
J. A. Ottman & W. R. Reilly (1998) maintain that even loyal green consumers are not completely
homogeneous. It is possible to discern three groups of green consumers according to the motives, which are
explained in detail in Table 1.
Table 1. Green consumers’ segmentation according to their motives (Ottman & Reilly, 1998)
Consumers concerned with planet
Health fanatics Animal lovers
environment protection
Belong to organizations that deal Belong to organizations that care Belong to organizations that fight for
with protection of important natural about healthy nutrition and lifestyle animal rights.
resources. of a human being.
Consumer’s behaviour: Consumer’s behaviour: Consumer’s behaviour:
− Economize water and electricity − Buys organic food and scalded − Boycotts meat and fish consumption
− Recycles waste water − Does not approve wearing of natural
− Buys recycled paper − Uses sunscreen fur coats
− Avoids excessive consumption − Reads magazines about healthy − Reads magazines about animal
− Reads magazines about planet nutrition and lifestyle rights an their protection
environment protection

378
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

When discussing the tendencies of green consumer behaviour according to their motives, J.
Laurinėnaitė (2007) emphasizes that concern about environment is perceived rather narrowly in Lithuania
(usually, it is confined to buying of eco-friendly food products in a store); whereas in the world, the interests
of such consumers are much wider and include climate changes, ocean pollution, the end of nuclear era,
renewable energy resources, forest protection, fight for disarmament and toxic chemicals and other issues.
Consumer classification according to the level of environmental awareness
P. Ščypa (2006) suggests classifying consumers into types according to their environmental awareness
level. It does not mean only the amount of possessed knowledge but also their rational and emotional usage
that induces the consumer to take certain actions. The level of environmental awareness has an impact on a
consumer’s behaviour and demand for eco-friendly products. (Ščypa, 2006). This dependency is explained in
Table 2.

Table 2. Consumer segmentation according to the level of environmental awareness (Ščypa, 2006)
Level of
Group of
ecological Behavioural pattern
consumers
awareness
The most important needs are those that must be satisfied for the sake of society well-
“Black” being. They are sure that behaviour of individual consumers does not influence
consumers (foster ecological balance; they have a notion that current system of environment protection
“the cult of Low is reliable and not to be altered. Unstable, onetime, toxic products are saleable. They
material well- tend to buy things that are advertised and attractive.
being”) Linear usage of resources (purchase-usage-disposal) prevails. Non-economical usage
of electricity, water, gas and other resources is typical.
They think environmental impact on human health should be emphasized only in the
most environmentally sensitive spheres. Behaviour of individual consumers does not
have much influence on ecological balance. “Grey” consumer has a notion that the
majority of harm to the environment caused by “technology” (except for radiation
and environmental disasters) may be eliminated using the same “technology”. They
“Grey” (normal)
Medium are sure that the present system of environment protection is not sufficient and its
consumers
improvement is the concern of public institutions.
They tend to buy the same products as “black” consumers. They buy eco-friendly
products rarely, usually because of information impact.
Linear model of resource consumption prevails. Economic usage of electricity, water,
gas and other resources is influenced by economic motives of the consumer.
They buy “clean” products (reasons – health and snobbery). They buy products
“Greyish green”
advertised as eco-friendly, but rarely verify the information. They think the
consumers (want
environmental impact on human health is huge and consumers’ lifestyle is a good
to create an
preventive measure to reduce the impact of civilization.
image of green High
Closed model of resource consumption (considered purchase – conscious
consumer, are
consumption – secondary usage) is applied only in case it does not require much
concerned with
effort. Economic usage of electricity, water, gas and other resources is influenced by
personal health)
economic or snobbish motives of the consumer.
They want to live and live so that their lifestyle would favour environment. “Green
consumers” think that environment is one of the major factors that have an impact on
person’s health and the best lifestyle is an eco-friendly one. “Green consumers” have
“Green”
a notion that behaviour of individual people has a crucial influence on ecological
consumers (wish
balance. They buy eco-friendly products of highest quality, suitable for secondary
to live and live in Very high
usage and in ecological packing. They satisfy their internal needs and not the ones
environmentally-
imposed from outside.
friendly way)
Closed model of resource usage prevails. They require making personal decisions of
organizational nature that would allow simplifying product recycling. Economical
usage of resources in order to protect nature.

Consequently, although consumers may be divided into various types according to different criteria
(demographic and psychographic-behavioural variables) in terms of their needs and behaviour with respect
to eco-friendly products, it may be assumed that green consumers are those who constantly buy eco-friendly
products and are actively concerned with solutions of environmental issues. The study of the factors that
determine the willingness of individuals to pay a higher price for environment friendly products, presented in
the E. Conraud-Koellner & L. A. Rivas-Tovar (2009) article shows that they can be grouped in three

379
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

categories: demographic characteristics, level of knowledge, and values and attitudes that consumers have
(or adopt) towards environmental topics.
Research design
Empirical researches conducted by Lithuanian scientists show that the supply of eco-friendly products
has increased by about 10 percent during the last 10 years in Lithuania. (Ramanauskienė & Gargasas, 2007).
Approximately, general demand for eco-friendly products in Lithuania will exceed the supply for at least 5 to
10 years (Ramanauskienė & Gargasas, 2007; Rutkovienė & Garliauskienė, 2007; Rutkovienė &
Ribašauskienė, 2003). Therefore, Lithuania may be attributed to the countries with developing market for
eco-friendly products.
Studies undertaken by many Lithuanian scientists (Kšivickienė, 2003; Eidukevičienė & Bučienė,
2005; Čeponytė, 2006; Rutkovienė & Garliauskienė, 2007; Ramanauskienė & Gargasas, 2007; Gargasas,
Ramanauskienė & Rukuižienė, 2007) and the analysis of their findings reveal that eco-friendly food products
are the eco-friendly products most often purchased in Lithuania and women are generally the ones who
purchase them. The most important motives for choosing eco-friendly food products are safety, quality,
better taste and environmental sustainability.
Considering the results of theoretical studies performed in the article and seeing that food products
constitute the majority of purchased eco-friendly products and they are more often obtained by women than
men (Chitra, 2007; Mostafa, 2007), the aim of the empirical study is formulated as follows: to define
demographic and psychographic-behavioural profiles of a green consumer on the grounds of the example of
Lithuanian eco-friendly food product female consumers.
The following hypotheses have been tested in the study:
H1: Consumers that are more educated have a better understanding of environmental issues and are
more sensitive to them.
H2: Younger consumers tend to buy eco-friendly food products more often.
H3: Consumers receiving higher than average income are more sensitive to environmental issues.
In pursuance of the study aim, quantitative research method is chosen to perform empirical study in
the article, i.e. survey using a questionnaire. The questionnaires with close-end questions were presented to
respondents selected using the method of non-probability convenience sampling. The survey was pursued in
the stores of one of the largest network of Lithuanian retail trade. All women, who were buying eco-friendly
food products and who agreed to participate in the study, were surveyed. 111 respondents were interrogated,
yet only 105 questionnaires were chosen to be relevant when analysing data.

Research results
With reference to study findings, the profile of a green consumer was generalized, incorporating both
demographic and psychographic-behavioural attributes, presented in Table 3.
When elaborating study findings according to each criterion of psychographic-behavioural profile, it
was noticed that 40 percent of respondents are to be attributed to less devoted green consumers according to
their disposition to contribute to environmental conservation. In the questionnaire, they indicated they were
concerned with environmental issues, yet were too busy to change their lifestyle substantially. It should be
noted that even 64 percent of respondents may be attributed to green consumers. Environmental awareness
of consumers is indicated by the fact that only 14 percent of the respondents think “environmental issues are
not serious” or “do not believe they could contribute to environmental conservation”.
During the quantitative study, respondents were asked to describe themselves in terms of green
consumers’ needs. On average, the majority of respondents agreed with the statement (a ten-point Likert
scale was used) they “always read the labels of eco-friendly food products and study their marking in search
for information”. On the grounds of theoretic study generalizations, such consumers have an expressed need
to change.
When describing their lifestyle in terms of environmental awareness level, the majority (36 percent) of
respondents indicated they “wanted to create an image of a consumer preserving the environment”.
Consumers with such self-definition are to be attributed to “greyish green” consumer group. Moreover, it
should be mentioned that attitudes of even 60 percent of respondents correspond to the attitudes of green
consumers according to this criterion.
Even 50 percent of respondents attributed themselves to the type of health fanatics in terms of
motives.

380
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

Table 3. Demographic and psychographic-behavioural profiles of eco-friendly food product female

consumers
%/
Demographic profile % Psychographic-behavioural profile
points
Basic 14 Loyal green consumers 24
Secondary 20 Less devoted green consumers 40
Disposition to
Vocational 18 Consumers developing towards green 22
contribute to
Education Advanced vocational/ 22 environmental Conservative consumers unwilling to 10
non-higher professional conservation change
Higher 26 Consumers completely unwilling to 4
change
Purchasing Until 1,200 Lt 32 Need for information 6,54
power 1,200-2,000 Lt 46 Need for control 6,36
Needs
(income per 2,000-3,000 Lt 14 Need to change 7,66
month) More than 3,000 Lt 8 Need to express lifestyle 6,18
From 18 to 29 years 22 “Black” consumer 14
From 30 to 44 years 38 Level of “Grey” normal consumer 26
Age group environmental
From 45 to 59 years 30 “Greyish green” consumer 36
awareness
60 years and older 10 “Green” consumer 24
Woman Cho- Consumers concerned with planet 26
sen environment protection
Gender Motyves
Health fanatics 50
Animal lovers 24

When comparing demographic profile of eco-friendly food product female consumer defined in
theoretical studies and reflected in the context of study results, it is noted that it is usually a woman having
higher education. Moreover, the study results confirm the statement that consumers that are more educated
have a better understanding of environmental issues and are more sensitive to them, since 42 percent (the
majority) of consumers attributed to loyal green consumers according to their disposition to contribute to
environmental conservation and even 35 percent of consumers attributed to less devoted green consumers
have higher education. Thus, H1 hypothesis cannot be rejected.
The results of empirical study confirm that female consumers of the age 30 to 44 are most frequent
buyers of eco-friendly food products, i.e. their age average is lower than that of a typical consumer.
Consequently, H2 hypothesis cannot be rejected.
The majority of introduced scientific study results reveal that consumers who receive higher than
average income are more sensitive to environmental issues. However, the findings of the study introduced in
the article show that namely the consumers who receive average income (1,200 to 2,000 Lt a month)
constitute the majority of the respondents. On the other hand, cross analysis of the results indicates that most
of the female consumers (38 percent), who are attributed to loyal green consumers according to their
disposition to contribute to environmental conservation, receive higher than average income (2, 000 to 3,000
Lt); whereas the majority (35 percent) of those attributed to less devoted green consumers receive average
income (1,200 to 2,000 Lt). Thus, H3 hypothesis is partly rejected.
When the respondents were asked about the amount of money (in percent) they are ready to spend for
eco-friendly food product in comparison to an identical conventional product, it emerged that 15 percent of
respondents are ready to pay an amount higher by 50 percent, and another 20 percent would pay the amount
higher by 25 to 50 percent; 24 percent of respondents would pay from 5 to 10 percent more for an eco-
friendly product and only 3 percent would not pay more for it. Besides, cross analysis of results show that the
consumers who are more likely to contribute to environmental conservation and are more sensitive to
environmental issues tend to pay more for eco-friendly products.

Conclusions
Results of theoretical and empirical research of green consumer profile, have stipulated the following
conclusions:
− As the tendency to lead healthy lifestyle is emerging and consumers start to treat environment
preservation as taking care of themselves, it is relevant for business companies to comply environmental,

381
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

economic and social objectives with those of the company. In terms of marketing, such changes
determine the need to know the new so called green consumer and to adapt marketing solutions with the
focus on ascertaining the expectations of such a consumer and satisfying their needs. In this article, a
green consumer is defined as a consumer who constantly buys eco-friendly products and who is actively
concerned with environmental issues as well as solutions to them.
− To characterize a green consumer, his profile is generalized in the article. It includes the following:
• Demographic profile of a green consumer, where the consumer’s age, education, purchasing power
and sex are indicated. Theoretical studies show, that usually a green consumer is characterized as an
educated woman who belongs to the age group from 30 to 44 and receives higher than average
monthly income.
• Psychographic-behavioural consumer’s profile that is based on consumers’ division into types
according to their disposition to contribute to environmental conservation, needs, motives and the
level of environmental awareness.
− To summarize the results of the empirical research into major demographic and psychographic-behavioural
characteristics of eco-friendly food product female consumers in Lithuania, it was determined that:
• Eco-friendly food product female consumer is recognized to have the similar demographic
characteristics as indicated in theoretical studies according to all aspects, except monthly income
(she receives an average monthly income).
• In terms of disposition to contribute to environmental conservation, the respondents belong to less
devoted green consumers.
• The majority of respondents has an expressed need to change and is attributed to “health fanatics”
according to their prevailing motives.
• When grouping the consumers in terms of their environmental awareness, it was determined that
their attitude matches the characteristics of “greyish-green consumers” best.
• Cross analysis of results revealed that more educated consumers perceive environmental issues
better and are more sensitive to them. Moreover, the female consumers who are inclined to
contribute to environmental conservation and who are sensitive to ecological problems tend to pay
more for eco-friendly products.
− It is purposeful to relate further theoretical and empirical research to the identification of green
marketing priorities. Such research would enable to ascertain the expectations of a green consumer and
to know their needs better, to anticipate their responses to various marketing solutions, to determine
factors that condition green consumer’s trust in eco-friendly products, to evaluate the impact of support
means on green consumers’ decision-making.

References
1. Abromaitytė-Sereikienė, L. (2008). Factors influencing ethics of marketing decisions in Lithuanian media.
Inžinerinė Ekonomika-Engineering Economics, 1(56), 29-36.
2. Bakanauskas, A., Liesionis, V. (2002). Kaštų – vertės kainos nustatymo modelis žaliojo marketingo komplekse.
Organizacijų vadyba: sisteminiai tyrimai, 24, 21-32.
3. Banytė, J., Gadeikienė, A. (2008). Corporate social responsibility as a marketing means in Lithuanian business
practice. Economics and Management: 2008, 13, 227-238.
4. Chitra, K. (2007). In search of the green consumers: a perceptual study. Journal of Services Research, 7 (1), 173-191.
5. Cole, Ch. A., Orman, C. N. (2008). Green marketing: avoiding unwanted attention from regulators and lawyers.
Legal Backgrounder, 23(19), 1-4.
6. Condraut-Koellner, E., Rivas-Tovar, L. A. (2009). Study if green bahaviour with a focus on Mexican individuals.
iBusiness, 1, 124-131.
7. Čeponytė, Z. (2006). Ekologiški produktai: prekybos centrai ir vartotojas. Marketingas, 3, 34-39.
8. Čiegis, R. (2008). Darnus ekonomikos vystymasis. Mokomoji knyga. Šiauliai: Šiaulių universiteto leidykla.
9. Čiegis, R., Ramanauskienė, J., Startienė, G. (2009). Theoretical reasoning of the use of indicators and indices for
sustainable development assessment. Inžinerinė Ekonomika-Engineering Economics(3), 33-40.
10. D’Souza, C., Taghian, M., Lamb, P. (2006). An empirical study on the influence of environmental labels on
consumers. Corporate Communications: An International Journal, 11(2), 162-173.
11. D’Souza, C., Taghian, M., Lamb, P., Pretiatko, R. (2007). Green decisions: demographics and consumer
understanding of environmental labels. International Journal of Consumer Studies, 31, 371-376.
12. Eidukevičienė, M., Bučienė, A. (2005). Ekologiškų maisto produktų rinkos susidarymas Vakarų Lietuvoje. Tiltai,
2, 45-54.

382
ISSN 1822-6515 ISSN 1822-6515
EKONOMIKA IR VADYBA: 2010. 15 ECONOMICS AND MANAGEMENT: 2010. 15

13. Fraj-Andrés, E., Martinez-Salinas E., Matute-Vallejo, J. (2009). A multidimentional approach to the influence of
environmental marketing and orientation of the form’s organizational performance. Journal of Business Ethics, 88,
263-286.
14. Gargasas, A., Ramanauskienė, J., Rukuižienė, R. (2007). Ekologiškų produktų realizavimo galimybių tyrimas.
Ekonomikos ir vadybos fakulteto 2007 metų mokslinių tyrimų rezultatai. Mokslinės konferencijos straipsnių
rinkinys, 1 (4), 25-30.
15. Getzner, M., Grabner-Kräuter, S. (2004). Consumer preferences and marketing strategies for “green shares”.
Specifics of the Austrian market. International Journal of Bank Marketing, 4, 260-278.
16. Grundey, D. (2003). Sustainable consumption and green marketing: transforming consumer behaviour.
Transformations in Business & Economics, 2 (1(3)), 20–47.
17. Grundey, D., Zaharia, R. M. (2008). Sustainable incentives in marketing and strategic greening: the cases of
Lithuania and Romania. Technological and Economic Development, 14 (2), 130-143.
18. Grundey, D. (2009). Eco-marketing and eco-labeling: does it ensure customer loyalty for eco-products in
Lithuania? Transformations in business and economics. 8(1), 152-179.
19. Juščius, V., Snieška, V. (2008). Influence of corporate social responsibility on competitive abilities of corporations.
Engineering Economics, 3(58), 34-44.
20. Kšivickienė, D. (2006). Ekologiški produktai. Vartotojų vertinimai. Žemės ūkis. 11, 24-25.
21. Laurinėnaitė, J. (2007). Už ekologiškas prekes vartotojai pasiryžę mokėti daugiau. Marketingas, 1, 64-65.
22. Liesionis, V. (2006). Teoriniai žaliojo marketingo strategijos formavimo aspektai. Daktaro disertacija. Kaunas:
Vytauto Didžiojo universitetas.
23. Manaktola, K., Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the
lodging industry in India. International Journal of Contemporary Hospitality Management, 19 (5), 364-377.
24. Memery, J., Megicks, P., Williams, J. (2005). Ethical and social responsibility issues in grocery shopping: a
preliminary typology. Qualitative Market Research: An International Journal, 8 (4), 399-412.
25. Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of
environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31, 220-229.
26. Olson, E. G. (2009). Business as environmental steward: the growth of greening. Journal of Business Strategy, 30 (5), 4-13.
27. Ottman, J. A., Reilly, W. R. (1998). Green marketing. Opportunity for innovation. Second edition. Prentice Hall, 1998.
28. Ottman, J. A., Stafford, E. R., Hartman, C. L. (2006). Avoiding green marketing myopia: ways to improve
consumer appeal for environmentally preferable products. Environment, 48(5), 22-36.
29. do Paço, A. M. F., Raposo, M. L. B., Filho, W. L. (2009). Identifying the green consumer: a segmentation study.
Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17-25.
30. Pickett-Baker, J., Ozaki, R. (2008). Pro-environmental products: marketing influence in consumer purchase
decision. Journal of Consumer Marketing, 25/5, 281-293.
31. Ramanauskienė, J. (2008). Marketingas: organizacijų marketingo strategijos ir modeliai. Kaunas: VŠĮ Spalvų kraitė.
32. Ramanauskienė, J.; Gargasas, A. Ekologiškos produkcijos tiekimo rinkai bei realizavimo galimybės ir
perspektyvos. [interaktyvus] Iš Baitas.lzuu.lt [žiūrėta 2010-02-02]
33. Roberts, J. A. (1990). Green consumers in the 1990s: profile and implications for advertising. Journal of Business
Research, 36, 226-245.
34. Rutkovienė, V., Ribašauskienė, E. (2003). Ekologiškų produktų rinkos plėtros tendencijos. Rinkotyra, 2(20), 17-23.
35. Rutkovienė, V., Garliauskienė, G. (2007). Ekologiškų maisto produktų paklausą lemiantys veiksniai. Žemės ūkio
mokslai, 14 (2), 66-71.
36. Ruževičius, J., Serafinas, D. (2007). The development of socially responsible business in Lithuania. Engineering
Economics, 1(51), 36-43.
37. Ruževičius, J. (2009). Environmental management systems and tolls analysis. Inžinerinė Ekonomika-Engineering
Economics(4), 49-59.
38. Shellyana Junaedi, M. F. (2007). The roles of consumer’s knowledge and emotions in ecological issues. Gadjah
Mada International Journal of Business, 9 (1), 81-99.
39. Straughan, R. D., Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer
behaviour in the new millennium. Journal of Consumer Marketing, 16, 558-575.
40. Štreimikienė, D., Vasiljevienė, N. (2004). Etiniai darnaus vystymosi aspektai ir jų ryšys su socialinėmis ir
aplinkosauginėmis darnaus vystymosi dimensijomis. Organizacijų vadyba: sisteminiai tyrimai, 32, 189-206.
41. Wind, D. E. (2004). Green consumer psychology and buying strategies. Prentice Hall.
42. Смолянкина, М. (2000). Маркетинг: вчера, сегодня и завтра. Маркетинг, 2 (51), 10-23.
43. Щыпа, П. (2006). Экологический маркетинг и потребительскoе поведениe. Ekonomika ir vadyba: aktualijos ir
perspektyvos, 2 (7), 156–159.

383