Green and Ethical Segmentation - understanding consumer attitudes towards green and ethical issues
The Green & Ethical segmentation assesses the way in which consumers think about and act upon environmental and ethical concerns in their daily lives; whether through their purchase of goods and services, their consideration of provider or in their individual attempts to make a difference.
Built using comprehensive YouGov survey data in conjunction with our Define consumer universe, this unique classification segments individuals based on their behaviours and attitudes towards green and ethical issues at a local, national and global scale.
It considers such factors as:
• Environmental awareness, views and feelings
• Green living - including energy, transport, garden and recycling
• Eco and ethical shopping
• Green and ethical finances
Green & Ethical segments the whole of the UK population into 13 groups. Each group is described in detail in the Green & Ethical handbook.