Enticing consumers to spend more for environmentally friendly products remains one of the primary challenges facing green marketers.

International market research can play a key role in identifying potential consumers and market segments for green marketing strategies.

Survey techniques can be used to identify segments such as the “trueblue greens,” “greenback greens,” and “sprouts” (which suggest the levels of commitment consumers have to environmental issues from most to least) that have been identified in most-developed nations.

Experiments and test markets can be devised that gauge the effectiveness of offering green products in these cultures. Determining consumer openness to green marketing and sustainability initiatives will be a crucial part of international marketing research for environmentally sensitive companies. Describe the research methods you would use to conduct sustainability research in the following countries:

Canada South Africa Morocco South Korea