Lifestyles of Health and Sustainability (LOHAS) is a market segment that includes consumers interested in green issues and living.

The Natural Marketing Institute (NMI), in Harleysville, Pa., interviewed more than 4,000 adults in the general population for its 2008 LOHAS Consumer Trends Database.

According to the survey, the range of consumers interested in sustainability includes:

  • 17% LOHAS: active stewards of the environment, heaviest purchasers of green/socially responsible products.

  • 17% Naturalites: more likely to use LOHAS products, but income restricts some behavior.

  • 24% Drifters: good intentions, some barriers with follow-through.

  • 26% Conventionals: practical and conservation-oriented.

  • 16% Unconcerned: unconcerned about the environment and society.

The survey also addressed attitudes about home improvement products:

  • 65% of consumers consider the environmental impact of home building products (wood, windows, carpets, paint, etc.) a lot/a little when they are considering purchasing them.

  • 74% of consumers are very/somewhat interested in purchasing green or environmentally friendly versions of home building products (wood, windows, carpet, paint, etc.)

When it comes to building products, the top two attributes that consumers say are important to their purchasing decision are that the products are easy to maintain and are durable, says NMI director of marketing Nancy White.
—Nina Patel, senior editor, REMODELING.