13. Targeting the Green Consumer

  1. Amarjit Sahota
  1. Kathy Sheehan

Published Online: 6 DEC 2013

DOI: 10.1002/9781118676516.ch13

Sustainability: How the Cosmetics Industry is Greening Up

Sustainability: How the Cosmetics Industry is Greening Up

How to Cite

Sheehan, K. (2013) Targeting the Green Consumer, in Sustainability: How the Cosmetics Industry is Greening Up (ed A. Sahota), John Wiley & Sons Ltd, Chichester, UK. doi: 10.1002/9781118676516.ch13

Publication History

  1. Published Online: 6 DEC 2013
  2. Published Print: 27 DEC 2013

ISBN Information

Print ISBN: 9781119945543

Online ISBN: 9781118676516



  • China;
  • green consumer;
  • Latin America;
  • segments;
  • United States;
  • Western Europe


This chapter draws comparisons between green consumers in various parts of the world: the United States, Western Europe, China, and Latin America. Today's green consumer is more sophisticated and multi-faceted and also varies depending upon where in the world you are sitting. Green concerns, behaviors, and attitudes tend to be quite localized as well. But despite these differences, there are a few key ideas to keep in mind. For all but the most green on a spectrum of green attitudes, green products must have the quality and efficacy that the consumer expects from a ‘non-green’ alternative. The chapter examines the following segments within the United States: the Green inDeed segment, Carbon Cultured segment, Green In Need segment, and the Jaded segment. Next, it turns to some other markets to see if these are current universals of the green consumer today.