Consumer market: Canada

From www.entrepreneurstoolkit.org

A 2006 Statistics Canada study surveyed six environmental behaviours at the household level. Although lower income households and those located in apartment buildings faced financial and access challenges, dwelling tenure rather than income and education was the most important factor.

Definitions: Very Active: Households which practiced four to six environmental behaviours Moderately Active: Households which practiced two to three environmental behaviours Less Active: Households which engaged in zero to one environmental behaviour.

Very Active Canadian Households by Demographic Trait:

Income: $28,000 or less - 35% Greater than $100,000 - 60%

Dwelling Tenure Renters - 22%

Education Completed University (at least one member of the household) - 50% High School Not Completed (by anyone in the household) - 34%

Province Location: Prince Edward Island 64% Quebec, Manitoba, Saskatchewan <40%

Type of Dwelling: Apartments 17% Multi-unit 41% Single Detached 55% Observations

Income: The proportion of very active households increases with income. Increasing income beyond $100,000 did not increase the odds of a household becoming very active. However, despite the challenges of financial resources, more than a third of low income households were very active.

Dwelling Tenure: Home owners were three times more likely to be very active than renters.

Geographic Location: PEI had the highest number of very active households about twice the very active participation of Quebec and Manitoba - PEI mandates recycling.

Education: Households where at least one member had some post-secondary education were 1.2 times as likely to be very active compared to households where the highest level of completed education was high school or less.

Household Composition: Families with children or caring for seniors are just as likely to be active than households which have more leisure time.

Reference: Babooram, Avani. Canadian Centre for Justice Statistics. Canadian participation in an environmentally active lifestyle. 2008.

http://www.statcan.gc.ca/pub/16-002-x/2008004/article/10750-eng.htm