Many studies have tried using demographics and other measures to improve our understanding of prospective green buyers and to learn how to encourage more green behaviors. This study employed two online surveys of U.S. adults (total of 1,330 respondents) to examine the contribution of demographic, psychographic, and other variables for describing consumers with environment-friendly attitudes. The results confirmed the limited value of demographics (e.g., age was not related to green attitudes). New variables tested included impulsiveness behavior, privacy concerns, religiosity, spirituality, risk and time preferences, handedness, and political orientation. Although most green studies have not included social desirability bias controls, this measure appeared to be important. Other variables that were positively linked to green attitudes include hedonic consumption, privacy concerns, spirituality measures, risk preferences, and liberal political preferences. These results offer new insights for building segments of green consumers, for developing messages for these consumers, and for efficiently communicating with consumers who have environment-friendly attitudes.

中文翻译：

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分析绿色消费者

许多研究尝试使用人口统计资料和其他措施来增进我们对潜在绿色购买者的了解，并学习如何鼓励更多的绿色行为。这项研究采用了两项针对美国成年人的在线调查（总计1,330名受访者），以考察人口统计，心理因素和其他变量的贡献，以描述具有环保态度的消费者。结果证实了人口统计学的价值有限（例如，年龄与绿色态度无关）。测试的新变量包括冲动行为，隐私问题，宗教信仰，灵性，风险和时间偏好，惯用性和政治倾向。尽管大多数绿色研究并未包括社会可取性偏差控制，但这项措施似乎很重要。与绿色态度正相关的其他变量包括享乐消费，隐私问题，灵性措施，风险偏好和自由政治偏好。这些结果为建立绿色消费者群体，为这些消费者开发信息以及与具有环保态度的消费者进行有效交流提供了新见解。