The Shelton Group, an advertising agency in Knoxville, Tennessee,recently conducted a study to determine if there is a typical type of green consumer. The Knoxville group surveyed over 1,000 people who at least occasionally buy green products. The study revealed that there is no typical green consumer and that there are different reasons why people want to buy green products.
Results from this study indicate that advertisers are targeting their green related announcements to a specific demographic. The findings from this study show that not all green consumers are the same, which necessitates different approaches in advertising to reach a broader range of people.
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