NORTH OLMSTED, OH— If you thought green was a trend primarily embraced by Generations X and Y, think again. Indeed, the green demographic crosses all age groups, according to new consumer research conducted by Moen, Inc., the plumbing products manufacturer based here.

Rather than age, it appears that key values and financial status are defining characteristics in determining consumers’ level of interest in green products, according to the Moen report, which was presented at a recent Sustainability Roundtable in New York City.

Additionally, the report showed that consumers are more likely to choose green products when the products offer both long-term value (energy savings, durability, high quality) and proof of greenness (third-party certification).

The study divided consumers into four groups based on their level of eco-consciousness. By observing consumer buying behaviors, the study identified key buying motivations for each group, as well as major purchasing drivers.
According to the study, each group is distinctive, both in its interest in green and its key values.

Dark Greens

The first group, labeled “Dark Greens,” are the most eco-conscious, and are motivated by a sense of responsibility to the planet. Dark Greens come from all age groups, and tend to be from the mid to upper economic levels, according to the report. Key values for this group were identified as a belief in the green movement, a strong sense of community and personal pride.

Medium Greens

Medium Greens, the next most eco-aware group, have a heightened consciousness of green issues, and include young parents concerned about protecting the earth for their children and grandchildren, as well as protecting their families from toxins and other chemicals. Affluent greenies also fall into this designation. Again, this group encompasses all ages, according to Moen’s research, which identifies key values for this group as hope, convenience and prevention.

Light Greens

Less eco-conscious are the Light Greens, who include the uber-urbans, emerging middle class and 20-something city dwellers. Many of the Light Greens embrace the eco-friendly movement because it’s trendy. “Green is the new cool” seems to be this group’s motto. However, this group tends to be somewhat cost sensitive, so pricing will be critical in determining whether or not they buy green. Key values for this group include thrift, practicality, self-expression and status.

Non-Greens