The "green" marketplace is one of the fastest growing, most dynamic sectors of the US economy. In this report, Mintel examines the size, scope, and growth of the green consumer marketplace, as well as driving forces that will shape its future. The report keeps an eye toward expected changes sector by sector, as well as short-term and long-term outlooks for the market as a whole.

Mintel explores the current trends and future outlook for eight key sectors of the green consumer marketplace, including personal care products, home building and home improvement supplies, electronics and appliances, automobiles, and travel.

Mintel's exclusive consumer research identifies four types of green consumer: Super Greens, True Greens, Light Greens and Never Greens. A threefold increase in the ranks of the Super Greens and True Greens in just 16 months has driven growth in all sectors of the green marketplace. This report explores the special role of 18 to 24 year olds and college students in adoption of new green product categories, as well as the sometimes surprising influence of demographic factors such as race, ethnicity, education and household income.

In a new take on the green marketplace, Mintel moves beyond demographic categories to explore how green consumers think, identifying the lifestyle choices and personality characteristics that most closely relate to green behavior. These are the insights marketers need to reach out directly to core green lifestyle consumers.

In addition to a broad array of quantitative data presented for this report, Mintel conducted qualitative research with respondents who described themselves as having already made lifestyle changes due to concerns about the environment. Mintel's qualitative research explores the motivations that drive consumers toward green purchases, as well as the barriers to green shopping for different types of consumers, such as price premiums, perceptions of effectiveness and quality, and the critical importance of mainstream distribution.