Green Consumers in Korea

Introduction

Companies across multiple industries are developing products and services to harness the opportunities arising from environmentally conscious consumers. Targeting and reaching those customers requires sophisticated intelligence which relates to specific industries and includes breakdowns based on demographics, attitudes and behaviors.

Scope

• An examination of how environmentally conscious Korean consumers are, and how this translates into green behaviours
• An exploration of which factors affect a consumer's choice to undertake green behaviours and purchase sustainable products
• A snapshot of Korea's energy, retail and automotive sectors, and analysis on the presence of green consumerism in these markets
• Insight into which demographic groups are most responsive to environmental concerns in each sector

Highlights

Korean consumers are highly aware of environmental problems and the need for alternatives to fossil fuels. However, the adoption of environmentally friendly activities and awareness of their own role in climate change is limited by a lack of guidance.

The vast majority of Korean consumers undertaking green behaviors are doing so primarily in order to benefit the environment, as opposed to receiving monetary savings often associated with such behavioral change

For the most part, urban consumers and women display higher levels of green behavior, but levels of adoption of green behavior is expected to increase across the board over the next 3 years.

Reasons to Purchase

• Understand the factors that are driving the growth of green consumerism in Korea
• Project which sectors present the best opportunities for green products and services
• Develop targeted marketing strategies based on those demographic groups that are most receptive to environmental concerns