Man vs. Naturaleza: How ‘green’ are Hispanics?
My question is: are there Hispanic market characteristics that suggest Hispanics have a different relationship with the environment than do the mainstream population? I believe there are differences, and that those differences impact the way Hispanics respond to green marketing messaging.
Of all the differences, the most powerful is that being green to Hispanics is less of a lifestyle statement and more about a pragmatic application to real life. This is especially- and almost exclusively- true of immigrants who lived in countries where the socio-economic conditions have affected environmental behaviors.