Schaumburg, Ill., Dec. 4, 2008 — Consumers living in blue states are significantly more likely to be eco-conscious in their attitudes and buying behaviors, according to a recent analysis by Experian Marketing Services, a part of global information company Experian.
The analysis, which compared the self-reported environmental behaviors of American households against the 2008 electoral map, found that 34.3 percent of consumers in those states whose votes went to Barack Obama were Greener in their day-to-day activities. This presents a significant contrast to the 29.9 percent of Green-minded consumers in the states that went to John McCain. The national average for consumers who think and act Green regularly is nearly 33 percent.
“Not only do we live in an increasingly Green-minded country, but it is important to note how those attitudes align with the other behaviors and preferences we have as consumers and Americans,” said Joe Paulsen, general manager of Consulting and Analytics for Experian Marketing Services. “Our data has shown a clear trend that those in blue states tend to be much more likely to think and act in ways that are more eco-friendly.”
Further breaking down specific areas of consumers’ Green behaviors, the analysis also found:
The analysis was based on Experian Marketing Services’ GreenAwareSM segmentation system, which compiles and segments consumer survey responses on their Green-related buying patterns, lifestyle, opinions, attitudes and media use into four distinct groups:
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