Targeting Consumers who are Willing to Pay More for Environmentally Friendly Products

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, this paper investigates the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. The authors found that this segment of consumers were more likely to be females, married and with at least one child living at home. They reported that today's ecological problems are severe, that corporations do not act responsibly toward the environment and that behaving in an ecologically favorable fashion is important and not inconvenient. They place a high importance on security and warm relationships with others, and they often consider ecological issues when making a purchase. Managerial implications for green marketers and suggestions for future research are discussed.