New friends of the earth: the eco elite

Kaylor, Katie
March 2005
Brand Strategy;Mar2005, Issue 190, p8
Trade Publication
The article offers a look at the new breed of eco-friendly consumers who can afford the green lifestyle. The eco elite are in a financial position to support their environmental interests. They no longer live with parents or large groups of friends. They're also prepared to research their purchase decisions through the Internet, corporate press packs and the media. The trend is being led by a rapidly expanding list of celebrities. But despite the eco elite's wealth, their eco-friendly brands do not necessarily command a premium price.


Related Articles

  • CONSUMER/VOTER BEHAVIOR IN THE PASSAGE OF THE MICHIGAN CONTAINER LAW. Crosby, Lawrence A.; Gill, James D.; Taylor, James R. // Journal of Marketing;Spring81, Vol. 45 Issue 2, p19 

    The landslide victory of Michigan's "bottle bill' by popular vote contradicts previous findings regarding the small size of the ecologically concerned consumer segment. A survey of voter preference conducted just prior to the 1976 general election addresses this contradiction and some broader...

  • Blaze the green trail. Selby, Paul // Marketing Week;3/20/2008, Vol. 31 Issue 12, p26 

    The article reports on the research conducted by Starcom Media Vest Group on the impact of climatic changes to consumer behavior in Great Britain. Due to the urgency and significance of the issue globally, it affects the choices made by consumers. Studies show that the dynamics of attitudinal...

  • Millionaire trend is right on the money. Robb, Nishma // Travel Trade Gazette UK & Ireland;6/1/2007, Issue 2769, p11 

    The article discusses the Mintel British Lifestyle report which showed that middle-class income people are living a millionaire's lifestyle. The "live now, pay later" attitude of consumers resulted to a 9 percent increase in spending in 2006. The report showed that spending on holidays to the...

  • Impolite public displays of consumption difficult to avoid with today's hurried lifestyles. Parseghian, Pamela // Nation's Restaurant News;2/27/2006, Vol. 40 Issue 9, p26 

    The article discusses the author's opinion on the public display of food consumption in the U.S. She asserted that the change in lifestyle has made consumers resort to eating in cars or eating while walking. Although she refuses to do such things, she added that it has become the newest trend....

  • La nueva tendencia: low cost sí, pero de calidad.  // MK - Marketing más Ventas;Jan2011, Vol. 25 Issue 264, p6 

    No abstract available.

  • Boost your bottom line by taking the Guesswork Out of Pricing. Wellner, Alison Stein // Inc.;Jun2005, Vol. 27 Issue 6, p72 

    Presents advice to businesses on creating and implementing a pricing strategy. Factors affecting prices in the U.S., as of June 2005; Importance of considering consumer expectations regarding prices; Tips on offering discounts. INSETS: Do you offer discounts?;Get the price you want--and avert...

  • Competitive Paper Session: Pricing Issues. Shirai, Miyuri; Heeler, Roger; Nguyen, Adam; Ackerman, David; Perner, Lars; Harmon, Susan K.; Foote, David A. // Advances in Consumer Research;2004, Vol. 31 Issue 1, p580 

    This study aims to understand the consumers' general view of each of multiple IRPs in terms of importance and usage propensity for price judgments, the effort devoted to its formation, and whether its adoption is universal through all product categories and brands. Findings are as follows....

  • Loss aversion has limitations in certain circumstances. Kahneman, Daniel; Novemsky, Nathan; Bijmolt, Tammo H. A.; Pieters, Rik G. M.; Van Heerde, Harald J. // Marketing News;5/15/2005, Vol. 39 Issue 9, p50 

    Explores two studies relevant to the marketing industry. Attitude of consumers toward loss aversion; Impact of loss aversion on marketers; Determinants of price elasticity.

  • Over the rainbow, or under a cloud?  // Data Strategy;Nov2007, Vol. 3 Issue 8, p42 

    The article reflects on the attitude of consumers on paying. It highlights the findings of a research on the average price that music downloaders pay for music. It claims that economists might argue that consumers are willing to pay more for format rather than content. It reveals that the music...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics