GfK Roper's Green Gauge

Eighty-seven percent of consumers are seriously concerned about the environment, according to the 2007 GfK Roper Green Gauge. Here is the breakdown of consumer categories based on GfK Roper Green Gauge:

GfK Roper’s survey segmented respondents on their green attitudes and actions and identified five groups:

Apathetics: Not concerned enough about the environment to take action and believe environmental indifference is the mainstream. This group represents just 18 percent of the population. TV programs are their main source of environmental information.

Grousers: Generally uninvolved and disinterested in green issues; believe individual behavior cannot improve environment. 15 percent of the population. Newspapers again serve as their major information source on green issues.

Sprouts: Environmental “fence sitters” who buy green only if it meets their needs representing just over one quarter (26 percent) of the population. One third cite newspapers as their main source of green information.

Green Back Greens: Do not have time to be completely green and not likely to give up comfort and convenience for the environment, but willing to buy green products. They represent 10 percent of the population. Nearly half (49 percent) get information on green issues from newspapers.

True Blue Greens: Environmental leaders and activists most likely to walk the green talk representing almost one third (30 percent) of the population. Nearly half (48 percent) turn to environmental groups as their main source of green information.

Jihae Lim


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