'Dark greens' value environmental aspects of products more than any other attribute" and "express a high willingness to pay a premium" when it comes to environmentally-conscious purchasing decisions. They also consider what Wustenhagen calls "deep green" solutions—well-thought-out strategies to lighten their "footstep." "Light greens," however, "perceive a trade-off between environmental aspects and other product attributes—notably price." They are more likely to consider convenience, comfort and low maintenance when it comes to environmental concerns and their purchasing decisions. "Light greens" are less-likely to take a risk, he found, and are more concerned with the notion of reliability when it comes to purchases. The professor's aim was to understand buying habits when it comes to home-heating alternatives. But the information learned should be considered when marketing to consumers in general—there's no simple solution, and one-size doesn't fit all "green" customers.
Source: Greeninc.blogs.nytimes.com
