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Psychographic Analysis of the American Responsible Consumer

Fair Trade Tourism in South Africa asked Greenloons to compile a psychographic analysis report of the American responsible consumer in order to inform South African tour operators and other tourism businesses of the potential market segments for a responsible tourism product in the United States.  The report not only profiled these American consumers but also provided recommendations for how to market to these consumers and/or drive behavior change to increase the appeal for responsible tourism in South Africa. 

American Responsible Consumer Analysis Approach

Greenloons performed a research analysis of the American consumer’s ethical consumption behavior (supporting local economy and buying green), social consciousness insights (predilection of consumers to make decisions, actions and potentially purchase based on a social consciousness ranging from being conscious of the environment and the planet to communities and people impact, and travel behavior including the profile of those interested to travel to South Africa.