# Green Mom Consumer Products for a Sustainable Life

- Link: https://greenlivingguy.com/2015/04/green-mom-consumer-products-for-a-sustainable-life/
- Published: 2015-04-17T02:22:49-04:00
- Author: greenlivingguy

## Navigating the Kaleidoscope of Green Moms and Consumer Products

By Stacy DeBroff, a dedicated Green mom advocating for sustainable living and exploring
Green mom consumer products.

For many years, we’ve seen the evolution of “Green Moms” who prefer Green mom consumer
products. For they are women who eschewed the convenience and accessibility of traditional
products. Moreover those who chose instead to look toward the environment. I mean
or the health of their families when selecting products. From searching for natural
ingredients on product labels in the grocery store to ensuring cleaning and home
décor items offered the best ingredients for their families, these Moms have redefined
the path to purchase. In January 2015, Influence Central surveyed a panel of nearly
1,000 highly targeted Moms with at least one child under the age of 18 living at
home for their attitudes on “green.” We’ve highlighted our findings below:

[⌊A kitchen counter filled with fresh herbs and vegetables in a burlap bag, with
jars and cooking utensils in the background, and greenery visible through the window.⌉⌊
A kitchen counter filled with fresh herbs and vegetables in a burlap bag, with jars
and cooking utensils in the background, and greenery visible through the window.⌉[

A sustainable kitchen filled with fresh herbs and vegetables, reflecting the lifestyle
of Green Moms who prioritize healthy, eco-friendly choices.

#### **“LIGHT” GREEN ATTITUDES AND BEHAVIORS**

Consumers self-segment into one of three levels of green, from Uber Green to Un-
Green, and the segment we’ve named “Green… But.”  This “Green… But” group proves
one that many families identify with because they are green in behavior but do not
self-report as such. And though they shop green, they aren’t hoping to save the 
world, but instead just want to protect their families with [Green mom](https://greenlivingguy.com/2019/10/3-green-star-moms-making-a-difference/)
consumer products.

[⌊Close-up view of green leaves forming a natural background, representing eco-friendliness
and sustainability.⌉⌊Close-up view of green leaves forming a natural background,
representing eco-friendliness and sustainability.⌉[

### **The Uber-Green**

The Uber Green self-report as very green (47%). They readily refer to themselves
as a “Green Mom” (99%). They mostly rely on DIY and green store-bought cleaning 
products, often opting for Green mom consumer products. For they are more than likely
to do so. Especially to protect both their family and the environment. All from 
harsh chemicals. 87% of these women always try to use “Earth-Friendly” practices.
They could be considered green advocates. For they are knowledgeable environmentalists.
Also, true believers in living green.

### The Un-Green

The Un-Green (14%) self-report as Not at All Green. These consumers are more likely
to rely on store-bought, conventional, and heavy-duty cleaning products. Especially
for their homes. This un-greenness translates to other shopping areas as well. For
they are less likely to look for or purchase natural products or organic food. Three-
quarters of these Moms also admit they are less likely to have knowledge or expertise
on environmentally friendly products. So they place little value in developing that
insight.

Only 16% try to use “Earth-friendly” practices or would consider themselves to be
a “Green Mom.”

#### **The Green…But**

40% fall within the mid-range of greenness. They would not consider themselves to
be “Green” consumers. In addition, nor self-identify with a label of green. That’s
yet as consumers they exhibit green purchasing tendencies. Though this group does
not make green purchasing decisions from an environmental perspective, they do make
them from a “healthy family” perspective. This is an important note – the green 
choices being made by this cohort reflect a deeper concern about their own personal
health choices, not about what’s best for the environment. Thus, they are [green](https://greenlivingguy.com/2014/11/green-living-thanksgiving/)
but only when it benefits their lives as consumers. The decision process employed
is one based on a personal view of how products and solutions can best help at the
consumer level, without conversations about preserving or protecting the environment.

Whereas the greenest of green consumers most often act in the best interests of 
the environment, the “Green in the Store” consumers act in the best interest of 
their families – and are most concerned with the thought of bringing toxic and harsh
chemicals into the home. Many prefer Green mom consumer products that they believe
are healthier.

#### **The Myth of Green Mom’s Consumer Products**

Interestingly, when we further analyzed attitudinal and psychographic green behaviors
across consumers  Most interestingly, we uncovered a deeper truth. That the green
label is a misnomer. Consumers are hesitant to refer to themselves as green, yet
exhibit green tendencies when it comes to their family’s health.

_91% of consumers purchase green products. All because they are concerned about 
their family’s health.
70% agree they have knowledge and expertise on environmentally
friendly products.72% purchase foods specifically labeled Natural or Organic.

[⌊A mother carrying a young child and walking down steps with a young boy beside
her, dressed casually with an urban background. Green mom consumer products⌉⌊A mother
carrying a young child and walking down steps with a young boy beside her, dressed
casually with an urban background. Green mom consumer products⌉[

A Green Mom, Gisele leaving home with her children, reflecting the commitment to
family health and eco-friendly living.

### _Nearly 68% would consider themselves a “Green Mom.”_

_79% are often on the lookout for eco-friendly new products for the home.

[⌊Logo of EcoConsumer featuring a globe with a house, set against a yellow background.⌉⌊
Logo of EcoConsumer featuring a globe with a house, set against a yellow background
.⌉[

EcoConsumer

These green tendencies reflect green shopping experiences:
68% say they always seek
out green cleaning products, favoring brands that prioritize sustainability and 
eco-friendly practices.73% often do research to understand the safety of ingredients
to which their family is exposed, considering not only the immediate effects but
also the long-term impact of chemicals on health and the environment. This growing
mindfulness demonstrates a shift toward more responsible consumer behavior, where
individuals actively select products that align with their values and contribute
to a cleaner, safer world for future generations.

When the 68% mentioned above actively seek out green cleaning products, this tells
us Moms are searching for products that take care of their cleaning needs while 
doing so in non-toxic and healthy ways. This emphasis drives them to choose Green
mom consumer products.

Though less than half of consumers self-identify as “Very Green,” 56% of all consumers
admit they mostly use cleaning products labeled as green or natural for their home.
This behavioral admittance skews more powerfully than their self-identification.
Consumers are green not by self-description but in practice. Their buying behaviors
belie green tendencies, and when faced with a choice at a supermarket or a mass 
retailer, they will be inclined to shop green.

Stacy DeBroff, founder and CEO of [Influence Central](https://web.archive.org/web/20180129170029/http://influence-central.com:80/),
is a social media strategist, attorney, and best-selling author. A frequent national
and international speaker, she consults with brands on consumer and social media
trends. You can reach her at stacy@influence-central.com.