greenovator

== English == === Alternative forms === Greenovator === Etymology === Blend of green +‎ innovator. First introduced in a German-language 2009 study on customer segments of automobiles by management consulting firm Arthur D. Little Zukunft der Mobilität 2020 – Die Automobilindustrie im Umbruch?, though it seemingly circulated under the radar with American city engineers. === Pronunciation === === Noun === greenovator (plural greenovators) (neologism, marketing) A consumer focusing on environmental and sustainability concerns rather than prestige offered by the opportunity of owning a luxury item.