Republican gains in the 2010 midterm elections mean that some previously blue states have become red states, but that does not mean that shoppers are any less green. Consumers in both red and blue states buy green.
Shortly before the midterms an analysis of shopping data by Catalina Marketing revealed that some of the reddest states at the polls are among the greenest at the grocery checkout. The research further revealed that being blue doesn’t necessarily mean shopping green.
When it comes to general-merchandise products, green shoppers appear largely red-blue color blind. Catalina found some of the heaviest “green” shopping in solidly red states such as Idaho, Alaska and Utah. While the blue Northeast was predictably green, California was below the average and Florida had the second-lowest green index in the nation, just above Oklahoma.
Catalina found that the average number of “green” shoppers doubled each week between October 2007 and March 2008. Grocery transactions were also three times bigger on average when a green product is in the cart.
Green consumers are increasing and they have a tendency to spend more, this is an opportunity for business people whether they are Democrats or Republicans.
The Republican leadership may dismiss climate change, but according to this research, green buying behavior transcends party lines.