Concern over environmental degradation has given rise to a new consumer segment: green or eco-friendly/eco-friendly consumers. Before explaining how the STP process would affect green marketing, it is worth defining a green consumer. • Definition of Green Consumers A green consumer can be defined as a consumer who is concerned about issues related to the environment. These consumers support environmental causes to the point of switching product brands, even if it comes at a higher cost to the consumer. The consumer will tend to only buy products that are environmentally friendly or energy efficient. These include products made from natural ingredients, products that do not cause pollution, or products made from recycled materials. The growing trend of green marketing has a great impact on the STP process. This growing trend of green marketing will also lead to a reduction in the potential consumer segment; it is reduced only to consumers who have adopted green or environmentally friendly values. • How Green Marketing Affects Segmentation The growing trend of green marketing has a great impact on the STP process. This growing trend of green marketing will also lead to a reduction in the potential consumer segment. Before further segmenting the market, it is worth noting that there are two types of green consumers. While green consumers represent a large majority of consumers who have environmental issues in mind, there is also a notable percentage of consumers who indulge in green products without worrying about environmental issues. Examples include consumers who purchase energy-efficient products to reduce personal bills or consumers who purchase green products with the intention of...... middle of paper ...... for those products.• How Green Marketing Affects Targeting Due to the wide range of green consumers, marketers can implement concentrated targeting strategies when targeting consumers for their product. An example to justify this choice of targeting strategy could be a company targeting consumers who have a goal of conserving resources. The company will market resource-efficient products to this green consumer segment. The fact that there is a wide range of green consumers makes it difficult for marketers to implement other targeting strategies, as opposed to a concentrated targeting strategy. Different segments of green consumers have different goals when purchasing green products and using targeting strategies focused on their target market is the most effective way for the targeting process. • How does green marketing affect positioning