Most Environmentally Conscious Consumers Are Also Tech-Savvy

Mediamark Research and Intelligence, which interviews approximately 26,000 U.S. adults in their each year, has released a statement saying that the most environmentally conscious of its six consumer segments are also the ones who believe most strongly in the power of technology to affect their lives.

At the bottom of the ladder are consumers who care little about the environment, shopping on convenience and price. These people do not recycle. Right above them are people who buy and eat green, but out of health concerns, rather than environmental concerns. Not surprisingly, there’s another large segment who are green in theory, but not in practice.

Then come people who think green and often act green, but balk at paying more for environmentally safe products. The final two segments are really committed. They recycle and buy environmentally friendly proucts even if they cost more or are less convenient. At the apex are the green advocates, actively supporting environmental causes.

As we move up the ladder, we start to find the technologists, the believers in the power of technology. Clearly there’s a relationship between the two, but it isn’t clear why.