Segmenting the Market Using the 2014 Greendex Data
This is the last in a series of four short articles that examine the potential for more sustainable consumer behavior within the food category. Again, we draw on the Greendex 2014 study of consumers in 18 countries, conducted with National Geographic, to mine for insights to help governments, companies and NGOs unlock further change.
Greendex Article Series
- Our first installation of the series described the “Moveable Masses” segment, largest of the five groups that our analysis has identified.
- The second installation presented a snapshot of the “Motivated Greens” segment, the most environmentally driven group of consumers.
- The third installation explored the “Conflicted” category of consumers, who already have a relatively modest food footprint but at the same time lack the necessary motivation and concern to become even more sustainable.
- This week we will look at the “Immobilized” consumer segment.
Greendex Immobilized Segment
The “Immobilized” group of consumers are also a relatively small segment across the 18 markets surveyed (16%). This group consumes a moderate amount of food with a heavy environmental footprint but is not open to improving its behavior to become more sustainable. “Immobilized” consumers are not very concerned about the environment and they often feel that consumers have little influence over how food is produced.
Although “Immobilized” consumers usually understand the benefits of buying organic or local foods, they mostly do not think it is worth the extra cost to buy food that is sustainably produced.
Read More in the Greendex Series
- Read part 1 about the ‘Moveable Masses’ segment
- Read part 2 about the ‘Motivated Greens’ segment
- Read part 3 about the ‘Conflicted Consumers’ segment
Greendex Infographic
The infographic below is intended to help us better understand this segment. (click to enlarge)
