LOHAS 세그멘테이션 모델

The five LOHAS segments as defined by NMI include:

• LOHAS (17%)—active environmental stewards dedicated to personal and planetary health. These are the heaviest purchasers of green/socially-responsible products and the early adapters who influence others heavily.
• NATURALITES (17%)—motivated primarily by personal health considerations. Tend to purchase more LOHAS consumable products vs. durable items.
• DRIFTERS (24%)—while their intentions may be good, DRIFTERS follow trends when it’s easy and affordable. They are currently quite engaged in green purchasing behaviors.
• CONVENTIONALS (26%)—pragmatists who embrace LOHAS behavior when they believe they can make a difference, but are primarily focused on being very careful with their resources and doing the “right” thing because it will save them money.
• UNCONCERNED (16%)—either unaware or unconcerned about the environment and societal issues mainly because they don’t have the time or the means—these consumers are largely focused on getting by.

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