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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Green Marketing Trends

It's All About The Economy --Green and Hybrid Vehicle Buying Trends - 2008

Whisper your green message and demonstrate results -- people love to discover a secret advantage!

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Consumer Behavior Trends

As a green writer and publisher, I'm concerned about how consumers are changing their behaviors. And what I'm seeing is highly "traditional" with a sprinkle of "green."

Consumers, and yes, even business purchasers, want high performance, but they just aren't buying the "green" thing quite yet -- as of 2007-08. The early innovators among buyers are making those carefully researched green purchases. See the results of a spring 2008 survey to get a flavor for what those marketing realities mean for your marketing message.

Small Business Strategy for Green and Sustainability

I've come to the conclusion that a smart green business strategy this early in the adoption process is to be a "traditional company with a green heart." YOU know the product is green. You don't have to shout it from the rooftops! You know you are cleaning up your operations. And you will reap the savings. You don't have to get green PR for every change you make. In fact, what we need to do is quietly adopt a more sustainable way of doing business as though everyone is doing it!

Behavior by Mimicry

People do what they see other people doing. What a concept -- we follow the leader! We learn by seeing examples and applications working. So let's make it work! Let's demonstrate the value, the appeal, the beauty of green strategies and (WHISPER) about the competitive advantage and savings results.

People will delight in discovering your secret!

Hybrid Vehicle Research Results by J.D. Power: "Spring Offline Media Report".

Despite heavy media attention on hybrid vehicles and the emergence of a greener auto industry, the hybrid market is still in its infancy, and currently comprises only about 2.2% of the new-vehicle market.

Only 11% of consumers seem willing to pay more to get a hybrid versus a traditionally powered vehicle

Hybrid buyers--judging from JD Powers' study--are a little older, and better-educated. Those who purchase hybrids average 54 years of age, per JD Power, versus 50 for the average buyer. They also tend to be much more voluble about their cars, and voice many more positive recommendations about their ownership experience than do other new vehicle buyers.

Females Predominate Environmentally Friendly Purchasing

Among that 11% of new-vehicle buyers ready to pay more for environmentally friendly vehicles, females predominate, as do the highly educated. Green buyers inhabit a geographic footprint favoring the West. The smallest percentage of these buyers is in the Midwest

The study also finds that new-vehicle buyers who say they are very willing to pay more for a vehicle that is environmentally friendly are not forcing themselves to make a big sacrifice.

Hybrid buyers and potential hybrid buyers tend to read magazines such as The New Yorker, Sunset, and Wired and are likely to watch cable television channels such as CNN and CNN Headline News.

Consumers who happen to buy so-called "green" cars are motivated by economics not environmentalism. "A lot of people aren't worrying about the greenhouse effect, but want to get better mileage. It's more about the price. Environmental reasons are on the tail end of buyer needs.

SOURCE: J.D. Power & Associates' "Spring Offline Media Report."

Edited by Carolyn Allen, owner/editor of California Green Solutions
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