The LOHAS segment comes from an industry group by the same name. It segments consumers into five groups, based on the degree of their commitment to sustainability issues when purchasing products and services:
• 17% LOHAS (the most committed consumers)
• 21% Naturalites (concerned most of the time, especially for natural and organic foods, but less involved with other practices)
• 19% Drifters (concerned occasionally, with good intentions, but price and other factors regularly outweigh environmental concerns)
• 20% Conventionals (mostly not concerned but curious, and involved with some practices, such as recycling)
• 21% Unconcerned (not concerned at all or actively against sustainability)
