SUSTAINABILITY-MINDED “GREEN” CONSUMERS

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

MARK30100: Consumer Behavior

May 1, 2020
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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.
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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
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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.

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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
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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
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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
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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
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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

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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
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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
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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
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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.
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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
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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
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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
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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
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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.
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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.

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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
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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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