SUSTAINABILITY-MINDED “GREEN” CONSUMERS

Aleida Veldman, Zach Veldman, Nicole Velasquez, Catherine Von Dohlen

MARK30100: Consumer Behavior

May 1, 2020
1

Executive Summary
Introduction & Insights: The “Green” Consumer

Over the course of the semester, we found there are green consumers
concerned with the

trendiness of the sustainability movement and take some action, and there are green
consumers

who seek to live zero-waste lifestyles. Sustainability initiatives manifest in

various ways

throughout the United States and other global areas. The trendy-sustainable
consumer is more

subject to products that will improve their image. This consumer type should be
targeted with

individualist ads and marketing efforts, but the zero-waste seeking consumer should
be targeted

with ads about helping the earth and future generations. In our research, we found
that both

groups leverage social media networks and online communities to further their
reasons for

purchasing sustainable products. The trendy consumers look for validations from
their peers for

appearing sustainable, whereas zero-waste consumers might look for practical ways
and

opportunities to live and produce minimal waste.

Understanding the changing cultural values of Americans, particularly in

terms of climate

change and sustainability initiatives of private and public organizations, is also

essential for

marketers. Different groups will align with working towards specific causes, such
as

deforestation, ocean pollution, energy conservation, depending on their personal

and communal

concerns, geographic locations, and economic situations. Generally, marketers

should seek to

include environmental causes and images of the natural world in their

advertisements, as these

efforts have proved effective in selling “green” products. This applies to both
subsegments we
identified within the “green” consumer group: trendy consumers and zero-waste
consumers.
2

External Influences
Chapter 2: Cross-Cultural Variation
Green consumerism has grown significantly in the last twenty years.
GlobalWebIndex

reported that “half of digital consumers say environmental concerns impact their
purchasing

decisions” in the United States and United Kingdom per a bespoke study (Young).
Across the

globe, the millennial generation is impacting brands to appeal to a wider consumer

base

including eco-friendly, vegan, sustainable-minded consumers (Young). We see

similarities in

this consumer group in the United States and other “western” areas of the world.
The

GlobalWebIndex study found that when asked, “Who do you think is most responsible
for the

future of the environment?,” 70% of United States and United Kingdom global
consumers

responded that the responsibility lies with individual consumers (Appendix A-1).

Generally, environmental and sustainable initiatives are tied to larger

global

environmental concerns. A 2018 Nielsen study on global consumerism reported on air

pollution,

water pollution, packaging waste/food waste, water shortages, and use of pesticides
concerns

around the world (Appendix A-2). Across the board, “81% of global respondents feel
strongly

that companies should help improve the environment” (Nielsen). The study
demonstrates that the

regions of North America and Europe had the lowest percentages of concern per
global

consumerism in the specified areas. Western cultures tend towards a monochronic

time

perspective, whereas “most Latin Americans, Asians, and Indians tend to view time”
with a

polychronic time perspective (Mothersbaugh 55).

Americans may be more enticed to opt out of plastic use because of future
generations,

but this may not be the way to market reusable straws and cups to
non-“western”countries. The

U.S. may be focused on protecting its forests and beaches because of a general
forward-looking
3

orientation, but certain Asian countries may be more attracted to a green marketing
campaign

focused on cleanliness. Cleanliness is another key environment-oriented value to

look at across

cultures, and it differs across regions around the world. For example, China “does
not have a

strong environmental orientation,” but Singapore does (Mothersbaugh 51). For these
cultural and

political values, green marketing should not be focused “on saving the earth” in
Singapore like in

Western countries, but about promoting cleanliness for the betterment of the
community.

In green marketing, it may be a simple change in words to attract the green

consumer in

different countries. YETI markets its reusable products to nature-loving,

adventure-seeking

Americans who are #BuiltForTheWild. It seeks to attract the individualist American

who wants

to “stay out longer, travel farther, and live harder” (YETI). YETI probably would
not market its

products for adventure-seeking folk in European metropolitan cities.

Additionally, in individualist countries (typically “western” countries),

marketers will

want to market sustainable products with the message that YOU are doing something
for the

world by eliminating or reducing use of harming products, emissions, etc.

(Mothersbaugh 44).

This allows people to take on the identifying characteristic of “being sustainable”

and in a way,

showing it off. In collectivist cultures, which are typically more “Eastern”

countries,

sustainability should be marketed as a communal effort; Singapore serves as a great

example of

this. As for gratification, Western countries and cultures tend towards short-term
orientations,

whereas “eastern” countries have “long-term orientations” (Mothersbaugh 53). Some

sustainable
products see immediate gratification; trading in 365 plastic cups for iced coffee
for one reusable

Starbucks cup is marketed well in the United States. Other countries are more
focused on

long-term solutions to longer-oriented problems, like air pollution and

agriculture.
4

Chapter 3: The Changing American Society: Values

The most notable changing American value to understand for our subculture is

American’s changing thoughts on climate change. More Americans than ever before
view

climate change as an important problem. Per a study conducted by Yale, 70% of

people now

view climate change as personally important, which is in line with the 72% of
people who now

view it as a(n) “Imminent, serious, or moderate threat” (Caspani). While this may
seem like an

opportunity to ratchet up prices on green products, almost half of Americans

reported they

wouldn’t spend even $1/month to deal with climate change. Instead, companies should
focus on

the product and promotion of their green alternatives to ensure these products are
offered and

that people are aware of this fact.

However, a professor who studies public opinion on the environment has also
warned

that this trend may not continue, because it is “rarely a top-tier issue” when
compared to things

like unemployment, the economy, and war. (Irman) While concerns over the climate
have risen

to nearly this height in the past, the reasons for the uptick are likely to allow
it to maintain

top-tier issue status. (Appendix B-1) Most notably, Appendix B-2 shows that 59% of
Americans

now say that their community has been impacted by climate change and half of
Americans

believe that climate change is making severe weather (Funk), such as the wildfires
in California,

worse. (Leiserowitz) Climate change is no longer an abstract threat for many, which
will keep it

as a kitchen table issue in coming years.

In addition to increasing concerns over the effects of climate change, there

has also been
a substantial shift in the American public’s views on nature. According to our
Mothersbaugh et

al, American sentiment has shifted from being traditionally concerned with
overcoming nature
5

and molding it to our will to admiring nature for its natural beauty. This change
is expected to

continue, as the data suggests that in the future people will move even further in
this direction

(Mothersbaugh). This should have a compounding effect with rising concerns over the

environment, as the average consumer will not only be more concerned about climate
change as

a threat to humans, but also more concerned about protecting the natural
environments that

climate change directly threatens. With this in mind, companies should focus on
including

natural imagery in their promotion if it is applicable and ensure that their

products that are

marketed as green aren’t hurting natural spaces further up the supply chain.

Chapter 4: The Changing American Society: Demographics and Social Stratification

Millennials and Generation Z are both growing in buying power as they begin
to enter the

workforce and with this growth comes a new type of person to target. Millennials
have a strong

sense of independence and autonomy. (Mothersbaugh) The sustainable products which

have

caught on and seemingly could continue to catch on with this age group and younger
are

individual products such as reusable straws and reusable water bottles. These
smaller products

give off the idea that the individual is changing the world because they are
individual products.

Companies can promote these products with factual evidence that supports the
difference that

can be made by just one person cutting back on single-use plastic. (Denchak)
Products and

promotion like this appeal to the autonomy of millennials and can be vital in
grabbing their

attention.

One study found that the likelihood of usage of green products and
separating trash and
recycling were significantly related to a higher income while turning off the
lights when leaving

a room was not. Some sustainable habits seem to be more widespread, while some
appear to hit
6

only those with more income. One should keep in mind that turning off the lights
could be a

money saving act rather than a sustainable act, and therefore, it would make sense
that it didn’t

relate as well to a higher income. (Bachman)

The biggest demographic change that may impact enviros is the growing
financial

independence of women as they begin to enter the workforce in greater numbers. In

homes in

which the wife makes more than the husband, the wife makes or they share 79% of the
product

decision making. (Mothersbaugh) A study found that using green products, recycling,
and

switching to green products are all highly related to gender. (Bachman) Women are,
by far, the

majority of people buying or using sustainable products, so their financial

independence is

definitely something on which to capitalize. (iisd) However, this does not mean
that a brand

cannot have products for men. Some of the buying that women do is still for men so
a

male-focused sustainable product could still be successful, but focusing the

promotion towards

women could be key.

Chapter 5: The Changing American Society: Subcultures

There are two major subcultures within our subculture which seem most
relevant today, a

social media driven group who has hopped on the sustainability trend and the more
die-hard

enviro. Marketing to these two groups is quite different because the first would
likely be much

more inclined to buy a product that promotes sustainability, while the die-hard
would take the

stance that buying a product, no matter its reusability, is still adding a product
to the world.

When marketing to our die-hards, we can look at an example such as Patagonia. In

2012, in the
spending-heavy season leading up to Christmas, Patagonia ran an ad that showed a
Patagonia

jacket and said in large black lettering “Don’t Buy this Jacket.” The goal was to
remind our
7

consumerist minds to not buy what we do not need. (Allchin) Patagonia also offers
free lifetime

repairs on their products and truly embodies the mission to cause no unnecessary
harm. This type

of marketing may be embraced and retweeted by our younger generation, but as a

whole, would

likely be less effective on them.

After having spoken to a few individuals who have made it their life mission
to be

sustainable, a noticeable shift within this subculture has occurred, moving from a
focus on

reusability to a focus on reduction. This shift seems to have missed many however,
as more and

more reusable products are introduced after the great success of reusable straws.

Considering a marketing strategy for an anti-product movement is definitely

a challenge

but one that can be overcome. As Patagonia has continuously demonstrated, the
correct, genuine

promotion towards this group can create a very loyal niche market willing to spend
the extra

bucks for quality. Patagonia does concede that their “Don’t Buy This Jacket”
message does not

apply if the purchase is a necessity. (Allchin) It is a product of necessity on

which we should

focus. Instead of adding things to the world that perhaps are not necessary to some
people, such

as straws, a product that everyone needs but delivered in a more sustainable manner
would be the

correct way to manage this challenge.

Research done in the 1970s reported that non-white ethnic subcultures in the
U.S. have

lower priority to environmental issues than whites. (Yi) When considering this
information along

with the fact that the population of ethnic subcultures in the U.S., particularly
Hispanics, are

growing, it may appear that the sustainability subculture in the U.S. is in danger
of shrinking.
However, more recent data found by a researcher from the University of Vermont
found that, of

the groups surveyed, more than half of the non-white ethnic groups showed greater
concern for
8

environmental risks than the white group surveyed. What’s more, first generation
Mexican

immigrants showed significantly greater concern than second generation. The first
generation

immigrants also displayed a much higher willingness to sacrifice for the

environment, whether it

be through paying higher prices or taxes. (Yi)

Clearly, given this research, ethnic subcultures should not be overlooked by

marketers of

sustainable products. However, as cited in the textbook, it is important for

marketers to be

genuine in attempts to reach different subcultures and not rely on stereotypes. A

few ideas for the

marketing mix could be using different languages in advertisements, ensuring

bilingual

salespeople in stores, and creating a diverse, inclusive work culture.

Chapter 6: Families and Households

Some evidence suggests married people tend to be more concerned on issues of

the

environment and that the more children a family has, the more environmentally
conscious the

decision-making process (Appendix C-1). Others suggest children are increasingly

looked to as

household experts on environmental issues (Diamantopoulos). However, these studies

are fairly

old and are becoming less relevant as Western cultures shift towards environmental
concern.

Chapter 7: Group Influences and Consumer Behavior

Because this group is highly value-driven in their desire to make

sustainable lifestyle

changes but has very low confidence in their understanding of the issues and how to
solve them

(“Who are Green Consumers?”), the informational influence of reference groups plays
a vital

role in purchasing decisions. Sustainability-minded customers seek out experts on

the subject
and want to know why they should trust the product (Mothersbaugh 228). Industry-
recognized

seals of approval, sponsorships of environmental organizations, and the promotion

of influencers
9

would appeal to this group. Informational blogs and Facebook groups are especially
useful tools.

A review of the websites of three major zero-waste bloggers revealed many

similarities,

including weekly how-to guides, product recommendations, and lifestyle changes by

category

(Appendix D-1). Aggregate search sites also play a role in information diffusion by
allowing

consumers to search by region where to compost, where to buy in bulk, and where to
buy local.

Consumers also have the opportunity to contribute their own recommendations on

these sites

(“Where to Compost”). Sampling products to influencers can be an effective strategy

for this

group, as well as working to get a brand or product listed on both influential blog
guides and

aggregate search sites.

There are a few key points that are important to remember when marketing to
this group.

First, there are a variety of subgroups within the sustainability-minded group,

including

zero-waste homes, local and organic food buyers, compost and home gardeners, and
cloth

diapering moms. Each of these groups has dedicated Facebook groups, lingo (Appendix
D-2),

and norms and sanctions to live by. It is the goal of the sustainability-minded
consumer to be a

master of all of these subgroups. Some relevant Facebook pages include “Fluff Love
and Cloth

Diaper Science” which has over 120,000 members and “Sustainable Living,” which has
over

330,000 followers. There are also a number of regional subgroups, which typically
have only a

few hundred members but frequently post and share information. The “top fans” of
Facebook

groups and pages can be seen as market mavens, whose opinions are so respected
within the
group that their posts have a badge to identify them by (Appendix D-3). One issue
which may

negatively affect the diffusion process within these groups is the underlying
perception that the

very idea of a new product conflicts with the concept of minimizing waste. All of
the
10

aforementioned blogs and groups include DIY recipes for an array of household items
such as

bread, toothpaste, and deodorants. Brands looking to succeed in this market need to
stay aware of

this discrepancy and assure that the product being offered is actually meeting a
need, not creating

one. Strategies may involve including influencers and market mavens in the product
creation,

emphasizing the direct positive impact of the product, and quantifying the benefits
of using the

product.

Internal Influences
Chapter 8: Perception
Attention grabbing techniques can include bright colors, bright sounds, or
contrast from

what the consumer would expect. In many green advertisements, marketers use bright
imagery of

the earth which appears to cause an affective reaction of warmth. These ads could
include the

lighter side of this issue, animals, green forests, and blue skies. However, it is
more important

than ever that companies do not have any greenwashing tendencies. (Pearce) Simply
adding

green into an ad without portraying the reason your company truly is more
sustainable than

another takes away from the message of the advertisement. FIJI water is an example
of a brand

whose use of the color green and bright imagery has backfired. (Appendix E-1)
Bottling their

water in plastic does not exactly fit with the green message they try to send, but
the use of green

in their advertisements still grabs attention. (Jeffries) Consumers are able to

make inferences

about FIJI and understand their brand to be not exactly what they advertise.

The Hydro Flask, a reusable water bottle, is currently a status symbol among
generation z

teenagers and is quite commonly associated with the “save the turtles” and eco-
conscious trend

of this generation. (Saxena) Within a lot of this generation, the trend of

sustainability is seen as a

way to enhance social status and appearance. The trendiness of the line, however,
does not mean
11

it is not something that can be utilized by green marketers. The brand Hydro Flask,
for instance,

began as an outdoorsy brand for the eco-conscious, on-the-go consumer, but jumped
onto this

trend and became a status symbol for teenagers. These water bottles represent
conscientiousness

and prestige. (Saxena)

Because of the current trend of sustainability, there may be a certain

expectation among

younger consumers that their sustainable choices are changing the world and
therefore, they

deserve thanks. This notion is derived from the sense of status associated with the
trend. This

expectation can be used to the advantage of companies promoting sustainable

products as

repetition is a key aspect of attention. Not only will thanking the consumer
provide them with

their needed ego boost, but it will also provide a second opportunity for the
company to put its

logo in front of the consumer.

More than 67% of consumers say they would rather drive an eco-friendly car
compared

to only 33% who said they would rather drive a luxury car. (Marketing Charts)
Similar statistics

can be said of preferring an eco-friendly house over a luxury house and local
brands over

well-known brands. The price-perceived quality of eco-friendly can play in their

favor when

positioning themselves as status brands because consumers often associate higher

prices with

higher quality.

Tiffany is an example of a previously luxury brand embracing the change in

what defines

luxury. (Appendix E-2) They were among the first large jewelry brands to source
their metals

and diamonds from sustainable diamond companies. They do not purchase diamonds from
countries with human rights infringements. (Luxe Digital) As consumer perceptions
and
12

individual traits shift, companies must shift their marketing if they wish to fit
into the same

categories of interpretation they were in previously.

This status association with the trend of sustainability can create the
cognitive

interpretation that marketers aim to create. The cognitive interpretation, which

occurs after the

processes of exposure and attention, groups stimuli into certain categories in the
mind of the

consumer. (textbook) Clearly, a category important to the trend currently is an

association of

status with sustainability. This provides insight into the way in which the trend
is brought to

social media. Instagram influencers are now targets for sustainable product
endorsement. This

appears to be because influencers already have an appearance of status to a

generation that places

so much value in social media. By associating a green brand with an influential

person of status,

marketers can enhance the cognitive interpretation of their products.

Chapter 9: Learning, Memory, and Product Positioning

Marketing sustainable products is aided by the fact that the marketing

material itself

doesn’t have to make the issue of the environment stick in the long term memory of
the

consumer. The fact that climate change is a serious political issue means the
average consumer

who considers shopping for sustainable products is already aware of the problem.
The marketer

likely doesn’t have to convince the consumer that there is a problem that needs to
be solved but

rather that their product is the thing that can solve said problem.

With this in mind, a hopeful advertising campaign focused on the product and
the

environment could be very effective. While people are consistently told about
climate change as
a looming crisis, promoting a hopeful view of the issue centered on a company's
product would

separate the campaign from most of the media and political noise surrounding
climate change.
13

Additionally, remaining positive would allow the campaign to use classical

conditioning to link

their product to the idea of hope in the face of the climate crisis. As
Mothersbaugh explains, this

could be done by including positive, hopeful background music known to elicit a

positive

response. This should increase recall for products that help in the fight against
climate change. It

should also be noted that classical conditioning can assign gendered associations
to products, so

it would be important not to only include actors of one gender in the ads.

Operant conditioning should also be employed to highlight the fact that the
consumer

made a conscientious choice by buying the green product. While many companies use a
follow

up email to thank the customer for shopping with them (Mothersbaugh), this simply
provides

positive reinforcement for the brand as a whole. Instead, if the customer makes a
sustainable

purchase, a company who advertises on the idea of hope when faced with climate
change could

specifically thank the consumer for buying the green product instead of an
alternative. This

allows the company to repeat and reinforce its advertisement messaging in the thank
you email,

while also using operant conditioning to lead the customer to buy sustainably in
the future.

Chapter 10: Motivation, Personality, and Emotion

A 2019 YouGov study found the top motivation for purchasing sustainable
fashion

products was “better designs and styles,” while “labels...showing they were made in
a

sustainable manner” was third (Appendix F-1). These can be defined as the “need for
autonomy”

or “need for stimulation” and the “need for consistency with beliefs,” respectively

(Mothersbaugh 367-372). This indicates that underlying American individualistic

ideals remain
stronger than sustainable value-driven motivations for green consumption in the
U.S. For

marketers, this implies that although third party certifications are necessary to
emphasize value
14

congruence for sustainable products, traditional advertising with appeals to

individuality is also

important. However, it is also necessary to consider latent motivations. We

conducted a

benefit-chain analysis (Mothersbaugh 374) with a select group of highly engaged

green

consumers. Though morality was the primary manifest motive for purchase, latent
motivations

differed between two participants. One wished to have a personal, positive impact
on the world

whereas another felt guilty that his children might not be able to enjoy the world
he grew up in

(Appendix F-2). This demonstrates the difference between promotion-focused and

prevention-focused motives. Marketers need to remain aware of these opposing

mindsets and

appeal differently to each in advertisements. For example, a company could focus on

the

negative effects on the planet of not purchasing sustainable products for

prevention-focused

customers but focus on the positive effects of purchasing sustainable products for

promotion-focused customers (Appendix F-3) .

In advertising, an emotion-inducing cause is often made the focal point of a

particular ad

or marketing campaign. By arousing (potential) consumers with emotion, marketers

encourage

consumers to cope with what they see in a video, read in an ad, etc. There are two
kinds of

coping: active and passive. With green products, most companies aim to induce
active coping in

consumers. Active coping is “thinking of ways to solve the problem, engaging in

restraint to

avoid rash behavior, and making the best of the situation” (Mothersbaugh 385). With

emotion-inducing advertising, there is a typical chain of events as follows:

environmental

event/mental imagery → physiological changes → interpretation of emotions based on

given
situation → specific feelings, affect, behaviors, and thoughts arise (Mothersbaugh
383). One

example of this chain of events for “trendy” sustainable consumers concerns the
15

infamous/popular video that went viral of a sea turtle with a plastic straw up its
nose (Appendix

F-4). As awareness of plastic’s effect on our ocean’s grew, this video played a key
role in the

new products that have replaced traditional plastic straws - playing on guilt,
uncomfortability,

and sadness. It shows an environmental event and a memorable image. The chain of
events

might look like: consumer sees video and becomes sad about sea turtles → says NO to
plastic

straws → consumer then trusts marketplaces that avoid plastic straws (gratitude) →
consumers

copes with these feelings by purchasing reusable or biodegradable straws. This

final action is

considered active coping.

Chapter 11: Attitudes and Influencing Attitudes

In 2010, Jacquelyn Ottoman divided the green consumer group into four
subsegments:

resource conservers, health fanatics, animal lovers, and outdoor enthusiasts

(Ottoman). While the

last three subsegments she identified are fairly self-explanatory, resource

conservers are more

complicated. Resource conservers (often “zero-waste”) are driven to eliminate

waste. Ottoman

recommends marketing products to these consumers by “highligh[ing] the economical,

long-lasting and reusability benefits of products” and “offer[ing] services that

enable them to

recycle, compost and save energy” (Ottoman). Zero-waste consumers will not be as
attracted to

fear appeals (Mothersbaugh 415); thus, companies need to prove their

trustworthiness to these

consumers; source credibility is extremely important. Some third-party endorsements

include

Rainforest Alliance (Appendix G-1) and LEED-certification for “green” buildings.

To genuinely live waste-free, consumers look at all steps in the

manufacturing process.
This has led many companies, such as millennial-targeting clothing company
Everlane, to be

more transparent about their products. For Black Friday in 2019, Everlane partnered
with Oceana
16

to donate $15 for every order up to $300,000 (Appendix G-2). This marketing
campaign draws

in both a genuine sustainability-minded consumer, as well as the “trendy”

sustainable consumer.

Everlane also sells “ReNew” products made from 100% recycled water bottles that are
a)

sustainable, 2) durable, and 3) trendy per the millennial look (Appendix G-3).
These details are

important, so advertisers should focus on central route processing.

Right now, the sustainable trend catching on the most is reusable straws and
cups. While

this effort may not have a huge impact in the eyes of zero-waste consumers, it
allows the

affective component (feeling that helping “save the turtles” or “save the ocean” is
good),

cognitive component (a belief that their reusable straw is helping save the
turtles) and behavioral

component (purchasing the straw and actually using it) to cohere. Advertisers
should focus on

peripheral route processing for these trendy consumers. trendy, semi-sustainable

consumers.

A January 2020 Mintel report concerning attitudes towards brand ethics found
that “there

is not an overwhelming demand from Americans for businesses to adopt

environmentally

sustainable practices” (Mintel). However, as climate change intensifies and

sustainability efforts

grow in trendiness, there is room to draw in consumers. The top three means of
showing

environmental friendliness are using recycled materials, using less plastic, and
refraining from

using harmful chemicals (Appendix G-4).

Chapter 12: Self-Concept and Lifestyle

The self-concept of a green consumer in the U.S. is a complicated one. The

independent

self-concept stemming from American individualistic ideals defined by individual

accomplishments and personal identifiers wars with the interdependent self-concept
strived for

by the global sustainability movement defined by mutual responsibility and a

holistic view of the
17

world. For example, green consumers who identify as “zero-waste” strive to avoid
materialism to

such an extent that it is a point of pride to be able to fit all of one’s trash in
a mason jar (Singer).

However, these same consumers are also prone to identify themselves as part of the
zero-waste

movement through ownership of sustainable products (Appendix H-1). This implies the
extended

self still plays an important role for green consumers who may see their ideal
self-concept

embodied in the values represented by physical items such as tote bags, electric
vehicles, and

mason jars. Marketers can help appeal to the extended self through aspirational
advertising

featuring zero-waste influencers living an ideal sustainable lifestyle and

emphasizing how

sustainable products help them achieve this lifestyle. It is also important for
marketers to monitor

trends in the sustainable market to ensure product images are consistent with self-
concepts. For

example, when depicting a product in a kitchen, images ought to include bulk items
in mason

jars and fresh produce in tote bags rather than plastic packaging (Appendix H-2).

To better understand lifestyle, an expression of self-concept, a 2012 VALS

survey graded

sustainable value statements on a 4-point scale, including “I would call myself an

environmentalist” and “I would accept a lower standard of living to conserve

energy” (Shirazi).

Respondents were also scored based on participation in sustainable practices such

as recycling,

buying local foods, and using recycled products (Appendix H-3). The results
indicate Innovators

make up the majority of sustainable consumers, likely due to the fact they are the
highest

resourced and most able to purchase based on principles. In other segments, there
was a clear

value gap between what people say and what they do; in other words, a gap between a
consumer’s actual self-concept and ideal self-concept. This presents an opportunity
for marketers

to bridge this gap and potentially create higher brand engagement in the process.
18

Thinkers do not necessarily identify as part of the sustainability subgroup

or say they

would accept lower standards of living, but are likely to engage in sustainable
behaviors.

Thinkers make choices based on principles, tend to be well-educated and

information-seeking,

and value durability and functionality. For this group, marketers should provide
ample

information on the benefits of sustainable products through informative blogs and

infographics,

while also emphasizing that the sustainable aspects of these products do not
diminish their utility

through positive customer testimonials and video demonstrations. Strivers are the
second-most

likely group to say they would be willing to make lifestyle changes, but scored
average or below

average on behavioral indicators. Strivers are goal-oriented, seek social approval,

purchase

success symbols, and pursue self-improvement. However, they also have low
discretionary

income. This implies Strivers see sustainable consumers as an aspirational group,

but do not have

the resources such as money or time to fulfill these desires. Marketers can help
them achieve

their ideal self-concept by making products more accessible. For example, tote bags
are often

placed in grocery aisles at a low price point to make it easy for consumers to add
on to their

grocery purchase. Other lower priced sustainable items can be placed near trendy
unrelated

products such as a rack of reusable straws, spoons, and napkins near the clothing
section of a

department store. If marketers can help Thinkers attach sustainable values to the
actions they are

already engaging in and meet Strivers where they are to help them achieve their
aspirational

lifestyle, the resulting self-concept congruence can lead to a more personal

connection with the
brand and strong brand engagement.
19

Consumer Decision Process

Chapter 13: Situational Influences
An important situational influence for green marketing is a group effect.
When there is

peer pressure to act in a socially responsible way, and the communications and
purchase

situations are public, people are more likely to purchase something sustainable.
People also tend

to follow group behavior, so brand publicity can be very important.

Because physical surroundings are so important to the purchase situation,

stores could

utilize surroundings that remind the consumer why they are buying what they are
buying. Many

sustainable stores, including Patagonia, include lots of imagery of the outdoors in

their stores to

remind consumers of the beauty of the Earth and our social responsibility to
protect it.

Ritual situations, specifically holidays, tend to provide opportunities for

lots of

consumption and lots of waste which sustainable companies tend to want to avoid.
However, this

could provide sustainable companies an opportunity to create new rituals with

sustainable

products at holidays. An article from the Rainforest Alliance offered seven ways to
make your

holidays greener. These ideas included buying a real tree at Christmas and
replanting, buying

LED Christmas lights, and not choosing two-day shipping. (Rainforest Alliance)
Holidays are

filled with love and giving, so green organizations can use them as a way to market
small

sustainable changes in holiday consumption.

Chapter 14: Consumer Decision Process and Problem Recognition

Most purchases in which the individual opts for a sustainable option are
going to involve

fairly high product involvement. If we think of sustainability as a product

category, consumers
can have high involvement in this category without necessarily having high purchase
20

involvement with each sustainable purchase they make. A study conducted by Southern
Cross

University found that 77% of Americans and Australians want to learn to live more
sustainably

and 93% have a general concern for the environment. (Ellsmoor) These numbers
demonstrate the

widespread engagement of consumers who choose to buy sustainably.

For these many consumers who want to learn to live more sustainably, problem

recognition could become an issue. The problem recognition process is very

important for

sustainable companies because when it comes to living sustainably, for many

consumers there is

a discrepancy between desired state and actual state. With growing recognition and

understanding of climate change, more and more consumers are reporting a desire to
be

sustainable. (Ellsmoor) However, fewer consumers are actually changing buying

patterns

towards more sustainable consumption. This represents the discrepancy. Companies

need to

emphasize the importance of this discrepancy without making the consumer resentful.

Chapter 15: Information Search

Since the vast majority of product searches are generic, banner ads for
sustainable

products can’t be limited to searches where the person is already looking for a
sustainable

product. Additionally, those who see ads during generic pre-search end up spending
more once

they buy (Mothersbaugh). Bidding on generic search terms will allow the company to
reach

people who view sustainability as an evaluative criteria, but do not have

sustainable products

within their evoked set. It is particularly important to identify the perceived

price range,

especially for those who would prefer to buy sustainable products, but are not
willing to pay a

premium to do so. Marketers should deploy either a capture strategy or intercept

strategy, as it
21

requires some effort on the consumers' part to convince them to try a sustainable
good, while

additional information should be available for customers who want to go beyond a

brief search.

Chapter 16: Alternative Evaluation and Selection

All three evaluation processes are relevant for green consumers, but
affective and

attribute choices lend more to the serious consumer and attitude choices to the
trendy consumer.

The truly sustainable consumer, who looks to minimize waste and harmful
impacts on the

environment by making smart purchasing decisions, will be concerned with the

quality of the

product, the truthfulness of the product, and if the consumer feels “good” about
the purchase.

With green consumers, this usually manifests in whether or not a product seems
“green” or

“sustainable” or “eco-friendly.” In a 2017 study by Oregon State University’s

College of

Business, researchers found a strong connection between green consumer’s self-

identity and

affective-choice purchasing of eco-friendly apparel (Ting). The report states, “an

environmentally conscious consumer is more likely to appreciate the green

attributes of

eco-friendly apparel and also have affective attachments with the products” (Ting).
If consumers

want to feel good about their purchase, such that they are “making a difference in
the world,”

they will base it in the affective. The Oregon State researchers concluded that
“people tend to

consume certain products to retain their self-consistency” (Ting); people will

purchase products

that contribute to or build-up their self-image.

As for attribute-choices, green consumers will want to track where and how a
product

was manufactured. They are concerned with evaluative criteria, such as durability
for a
zero-waste consumer. A few examples of this include: bamboo toothbrushes, reusable
food

containers, reusable coffee cups and thermoses, reusable diapers, etc. If a

consumer is looking
22

for an eco-friendly toothbrush, they will probably weigh the durability of the
toothbrush itself

but also the effect it will have on the earth after disposal in the future. The
consumer will be

faced with weighing the functionality of the toothbrush with its biodegradability.

Sam Cannova, a sustainable consumer who seeks to live as close to zero-waste

lifestyle

as possible as a college student, explained the variables he considers when making

a purchase;

“For most items, I’ll consider how the frequency of production and use --
reusable or

long-lasting goods are miles more efficient than recyclable single-use

products, let alone

disposables. For consumables like food, my focus shifts one to the inputs of
production --

a pound of brown rice, for example, requires far less water, land, and other
resources than

a pound of beef.”

As for trendy green consumers, the attitude-based choice as they are

concerned with

image and generally make low-involvement decisions. While zero-waste consumers will

probably place after-sale support above price for products, trendy green consumers
will look for

the lowest price option rather than considering the effects of their purchase on
the environment

(Mothersbaugh 574).

Chapter 17: Outlet Selection and Purchase

The retail scene is evolving with the expansion of online retailing, m-

commerce, and

growing consumer expectations for an omni-channel shopping experience. Because

Millennials

are a key demographic in this subculture, sustainable retailers are especially

susceptible to

showrooming, where consumers find a product in a brick and mortar store but
purchase it online,

often from a different retailer using a mobile device. To combat this effect, it is
essential for

marketers to understand the differing needs of segments within this subculture.

23

According to Facebook Audience Insights, environmental groups are far more

active than

the average user on social media and also click social ads more than twice as often
(Appendix

I-1). A strong social media presence is key to engaging these consumers early in
the buyer

journey, especially through promoted content and banner ads. Married versus single
users also

have very different shopping interests. Married users’ top page likes were
household supplies

such as Seventh Generation and health food stores like Whole Foods and Thrive
Market

(Appendix I-2), while single users liked more brands such as Nutella and Ben &
Jerry’s, outdoor

stores such as REI, and personalities such as unusually high interest in Flo from
Progressive.

This latter group may be seeking more entertainment in their shopping experience
and outlet

selection will be heavily influenced by online brand building. Sustainable

retailers should

produce social content geared towards humor, inspiration, and pop culture as well
as interact

publicly with environmental social pages, such as the Sierra Club, to generate
brand affinity

online while demonstrating brand value through hands-on product trial and
experimentation at

retailer locations offline.

For the more time bound married group, retailers should focus on lowering
the cost of

shopping through mobile apps with time-saving features, such as store layouts using
in-store

beacons, shopping lists with health recommendations and recipes, and environmental
badges

such as “non-GMO” to facilitate a quick and stress-free shopping experience that

quickly

demonstrates value alignment. For example, products listed on Target’s mobile app
now have an
“At a glance” section which lists badges that include Sulfate Free, Dye-Free, and
Sensitive Skin

(Appendix I-3). For grocery stores, an app called Mealime provides 30 minute
recipes using

fresh ingredients given household size and diet preferences. It creates weekly
menus that produce
24

no food waste and generates a shopping list that can be used in store or sent to
Instacart to

deliver groceries to customers’ doors. Health foods stores like Whole Foods should
adopt these

apps and integrate them into a branded store app that can be used to lower the cost
of shopping

while also positioning the brand as a health foods expert.

Chapter 18: Postpurchase Processes

Looking at postpurchase processes, zero-waste consumers may realize that a

product isn’t

as durable as they thought it was and feel guilty about their initial purchase,
thus restraining a

potential re-purchase. For this reason, instrumental performance is more important

to zero-waste

consumers. However, symbolic performance is more important to trendy green

consumers, given

their value placed on image. It’s a comparison of; “Was this product actually a
sustainable and

durable product to help me live a zero-waste lifestyle?” vs. “Did this photo on my
Instagram

with a reusable cup get me more followers, more likes, more traction on my
account?”

The textbook includes a few examples highlighting a shift in retail towards

better

disposition. Crate & Barrel stopped using white bleached cardboard in their famous
black and

white boxes, and opted for a more sustainable box (Mothersbaugh 647 ). Also,
Zappos, in line

with their mission to be innovative and creative, launched the “imnotabox campaign
to inspire

consumers to reuse / make the cardboard box into something” (Mothersbaugh 647).

Reusable packaging and services aiming for zero-waste is a burgeoning

market. For

example, there is a new platform called Loop which is partnering with several home
product and

food brands (Peters). People purchase food products in a reusable container that
they then drop
back off at the location or store where they purchased it; the appendix shows a few
examples of

Loop product partnerships, including Clorox, Cascade, Haagen-Dazs, and Seventh

Generation
25

(Appendix J-1). With the growing popularity of refurbishing and reusing items --
such as

clothing, food containers, and more -- there is a growing demand for platforms to
facilitate

consumer-to-consumer sale: several platforms are even taking the place of this so
consumers can

interact across the country. One example of this is RentTheRunway, which allows you
to rent

clothing items, wear them, and then return them (Appendix J-2).

Chapter 19: Organizational Buyer Behavior

It is imperative for organizations to be aware of the growing sustainability

subculture

when hiring Millenials who often care about culture more than compensation
(Mothersbaugh

710). To recruit this subgroup, organizational values need to reflect a concern for
sustainability

as well as community engagement and volunteerism. For example, the Whole Foods
recruitment

website emphasizes the company’s six core values, which include “we care about our

communities and the environment” (Appendix K-1). Further links provide information
on the

company’s Local Producer Loan Program, descriptions of what qualifies as “natural,”

and

volunteer opportunities coupled with opt-in paycheck donations to nonprofits.

Chapter 20: Marketing Regulation and Consumer Behavior

For now, the sustainable product space is not overly regulated. As long as a
company is

meeting all of the criteria for legal ads that are assigned to any industry, for
example that they

cannot be explicitly false, there isn’t much regulation regarding what constitutes
a “green”

product. Private certifications, such as Energy Star, have stepped in to fill this
role to some

degree. Additionally, there may be more regulation on how sustainable products must
be as

climate change becomes even more of an issue, and having sustainable offerings
would allow a

company to get in front of these potential future regulations.

 26

Appendix A
A-1

A-2
 27

Appendix B
B-1

B-2
28

Appendix C
C-1
Green Demographics

Key:
N/A — not available; Gn Org — green organization; Rec Org — outdoor recreation
society; R &
CM — recyclers and church members; Dec M —
decision makers; Pu & St — public and students; ns — not significant; * + ve —
‘‘personal’’
behavior; ve — ‘‘public’’ behavior; * * + ve — purchasing
behavior, ve — political behavior; (SR) — self-reported; (A) — actual; (IC) —
intentional
commitment.
29

Appendix D
D-1
Zero-Waste Blogs
TrashisforTossers is a blogger who has been covered by a number of news outlets as
the woman
who produced so little trash in four years that it fit in a single mason jar. She
has a number of
recipes for food products, cleaning products, hygiene products, and even pet
products all linked
to her Youtube channel for more guidance. The “Easy Changes” tab is noteworthy
because it
emphasizes the desire of Millenials to make lifestyle changes, but also for those
changes to be
easy to make. Similarly, ZeroWasteHome is a lifestyle blog about how to live a
sustainable life
with the added challenge and time-constraints of having a family. Note the link to
the Bulk
Finder, which directs the user to an app that searches for bulk stores on Google
Maps.
30

D-2
Lingo
Each subgroup has well-defined lingo new users pick up from older users or learn
from
informative blogs. Fluff Love University is the site behind the Facebook Group
“Fluff Love and
Cloth Diaper Science.” This is a good example of the informational influence of
these groups.
The same site has a washing machine index, a cloth diaper brand index, and a
laundry detergent
index, which list product recommendations in each category.
31

D-3
Top Fans
Top fans can be a powerful source on social media. These market mavens can help
promote a
positive brand image by providing guidance to newer members on the value of a brand
or
product. However, they can just as easily elevate negative conversations. Brands
need to stay
aware of both of these effects and provide ample evidence of the claims they make.
 32

Appendix E
E-1

E-2
 33

Appendix F
F-1
34

F-2
Benefit-chain Analysis
Four participants were interviewed in-depth to discover latent motivations for
purchasing
sustainable products. The bottom tier indicates a participant’s first response to
the question “Why
do you purchase sustainable products?” The next tier represents the participant’s
answer to a
why-question. For example, “To reduce waste in the landfill” was followed up with
“What is the
benefit of reducing waste in the landfill?” and so on. The two participants
included here were
both parents and had significantly changed their lifestyles to be more
environmentally friendly,
such as using cloth napkins and buying local foods. Both initially mentioned
morality as opposed
to utilitarian motives such as “because it is a superior product.” We may have seen
a different
result had we asked about a specific product. This would, of course, need to be
conducted on a
much larger scale for more accurate results.
35

F-3
Promotion-focused Advertising
Woodchuck, a custom wood products company which plants a tree for every product
sold,
emphasizes the personal, positive impact a customer can achieve by purchasing their
products.

Prevention-focused Advertising
Bambino mio, a cloth diaper company, emphasizes the negative impact disposable
diaper usage
has on the environment.
 36

F-4
 37

Appendix G

G-1

G-2
 38

G-3

G-4
39

Appendix H
H-1
Extended Self
A prominent zero-waste blogger poses with her tote bags and her “trash jar” for a
Facebook
cover photo.

H-2
Value Congruity
Dr. Bronner’s biodegradable cleaner is
featured in a bathroom with items that
appeal to the ideal self-concept of the
sustainable consumer, such as reusable
washcloths, compostable wooden
brushes, and a package-free bar of
soap. This ad would look very different
if it had disposable cleaning wipes,
plastic-handled brushes, and a plastic
bottle filled with liquid hand soap.
 40

H-3
VALS Segments
41

Appendix I
I-1
Facebook Audience Insights
Sustainability-oriented groups comment, like, share, and click ads more than the
average
Facebook user.

I-2
“Zero Waste” Married Segment Page Likes
42

I-3
Target “At a Glance” Badges
Target includes a number of badges in it’s “At a glance” section. Consumers can now
quickly
determine if a product falls into the categories they are looking for. The
“Details” button also
allows consumers to learn more about what each badge means and why it is important.
 43

Appendix J
J-1

J-2
 44

Appendix K
K-1
Whole Foods Core Values
45

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