No such thing as a green consumer?

The Robert Gordon University have done some interesting research into ‘Green Consumers’.

They’ve found that there is no such thing as a consistently green and ethical consumer. By looking at how consumers buy a range of product, from cars to fridges to consumer electronics they found that people were inconsistent in there purchase decisions.

The research unearthed three types of consumer: Translators, Exceptors and Selectors. For Translators awareness usually translates into action; Exceptors have an exception to their otherwise green lifestyle; whilst Selectors are are green or ethical in one aspect of sustainability only.

It’s a fantastic report and you can read it and its impact on marketing here.