Joel Makower has this funny article about how marketing companies has divided the green consumer segment in to various groups.

“So, how many ways can you slice the green-consumer pie?

For starters, there’s Roper, which divvies up the marketplace thusly:

• True-Blue Greens — the most environmentally active segment of society (11% of the U.S. population).
• Greenback Greens — those most willing to pay the highest premium for green products (8%).
• Sprouts — fence-sitters who have embraced environmentalism more slowly (33%).
• Grousers — uninvolved or disinterested in environmental issues, who feel the issues are too big for them to solve (14%).
• Apathetics — the least engaged group who believe that environmental indifference is mainstream (33%).”

The list goes on and he concludes by suggesting his own segmentation.

- Read the entire article at http://makower.typepad.com/joel_makower/