greenovator

noun

1. (neologism)A consumer focusing on environmental and sustainability concerns rather than prestige offered by the opportunity of owning a luxury item.

   “Peter Nierengarten, Director of Sustainability and Resilience for Fayetteville, AR, told me how he participated in an hour-long discussion about the use of the term sustainability at the 2012 USDN meeting in Portland, OR. Cities are using terms such as livable (Milwaukee), homegrown (Minneapolis), and greenovator (Boston).”

   “The Greenovators are particularly interested in small vehicles, with the most advanced low-emission technologies, and electric vehicles.”

   “Sustainable urban mobility plans aim at streamlining this flow and integrating the different areas of urban management in order to develop space for residents, city workers, and tourists. Besides, the car is still seen in some societies as a symbol of material status. In addition, within the group of car users, there are several specific groups that differ in priorities and preferences, such as Greenovators, High-frequency Commuters, Silver Drivers (Szmelter & Woźniak, 2016).”