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Green Consumers in BRIC
Datamonitor, Oct 2010, Pages: 69
Companies across multiple industries are developing products and services to harness the opportunities arising from environmentally conscious consumers. Targeting and reaching those customers requires sophisticated intelligence which relates to specific industries and includes breakdowns based on demographics, attitudes and behaviors.
- An examination of how environmentally conscious consumers in BRIC nations are, and how this translates into green behaviours.
- An exploration of which factors affect a consumer's choice to undertake green behaviours and purchase sustainable products
- A snapshot of BRIC nations' energy, retail and automotive sectors, and analysis on the presence of green consumerism in these markets
- Insight into which demographic groups are most responsive to environmental concerns in each sector
Consumers across all the BRIC nations (especially those in India) are highly aware of environmental problems and consider environmental damage as key threat to the world, with air and water pollution being the two key areas of concern for consumers across all countries.
Chinese consumers come out as leaders among the BRIC nations in terms of adopting green practices in all of the three sectors while Russians are found to be the least responsible in terms of green adoption among all the BRIC nations.
Chinese consumers are most willing to opt for 'green tariff' as compared to consumers in other BRIC nations. Also females and urban dwellers display the most sustainable behavior across all the BRIC nations, and are therefore likely to be more receptive to green marketing campaigns.
- Understand the factors that are driving the growth of green consumerism in BRIC nations
- Project which sectors present the best opportunities for green products and services
- Develop targeted marketing strategies based on those demographic groups that are most receptive to environmental concerns
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