Lifestyle of Health and Sustainability (LOHAS)
 As public awareness
of global ethical issues has heightened, consumer purchasing and consumption behavior have been
affected. Consumers demand products that are healthy and "green", traded under fair conditions and
produced without child labor. The LOHAS target group is disposed to spend more not only for
sustainable foods, but also for clothing, vacations and furniture. US consumers can already be
categorized as 30% of this target group; and they account for approx. 424 billion dollars in sales.
The environmental economist, Professor Dr. Werner F. Schulz of Hohenheim University, estimates the
buying power of the new eco-consumers in Germany alone to be 200 billion euros a year. According to
Dr. Schulz, in 2010 up to 30% of the German population will be part of this target group which
makes conscious decisions and shares little in common with the "greenies" of the 80s. LOHAS
consumers as a target group defy pigeonholing. They are found in all demographic areas, regardless
of age or gender and define themselves by their values rather than external factors. LOHAS
consumers are less dogmatic than previous “greenies” being more technically well-versed and
free-spending.
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