5 Surprising Reasons Behind ‘Green’ Spending

1. Moms land all over the green spectrum: Often we think of green moms as simply one category of environmentally conscious consumers. In reality, a whole range of “green-ness” exists. For example, 47 percent of moms identify themselves as “Very Green,” 40 percent say they hit the “Green Midpoint” and 14 percent don’t consider themselves “green.” Each segment brings its own set of motivations and purchase decisions into the retail environment, which impacts the brands moms reach for on product shelves.