Sustainability: The Rise of Consumer Responsibility : Market Research Report

Sustainability: The Rise of Consumer Responsibility

Published: Jan. 21, 2009 - 238 Pages

LIST OF FIGURES
LIST OF TABLES
Introduction: The Rise of Responsibility; Living Sustainably During the Downturn; The Equation of Quality Experiences with Sustainability; The Rise of Sustainability at Retail; Responsibility as a Response to the Challenges of Today and Tomorrow
Executive Summary
CHAPTER 1 | Sustainability from the Consumer Perspective: Understanding Sustainability; A (Re)definition of the Term Sustainability; A Consumer-based Model of Responsibility; The Language of Sustainability; Chapter One Summary and Key Insights
CHAPTER 2 | Consumer Attitudes: Participation in Sustainability Begins Attitudinally; Frame of Mind; Triggers for Awareness; Imagery and Symbolism: Consumer Collages; From Frame of Mind to Behavior; Chapter Two Summary and Key Insights
CHAPTER 3 | Consumer Behavior in the World of Sustainability: The Importance of Intentionality; Inside the World of Sustainability; Adoption Pathways; Consumer Segments in the World of Sustainability; Consumer Segment Profiles; Insight into the Periphery, Mid-level and Core Consumer; Chapter Three Summary and Key Insights
CHAPTER 4 | Sustainable Products: What is a Sustainable Product?; Zone Salience; Product Content and Manufacturing Process; Packaging: A Consumer Expectation, but not a Primary Purchase Motivator; Certification; Sustainable Products Language Map; Company Impact on Product Perceptions; Product Categories; Chapter Four Summary and Key Insights
CHAPTER 5 | Sustainable Food and Beverages: Sustainability Zone Salience of Food and Beverages; Motivations and Pathway(s) for Adoption; Attributes of Sustainable Food and Beverages; Relevant Food and Beverage Certification(s); Food and Beverage Packaging; Purchase Criteria; Quantitative Findings on Sustainable Food and Beverage Purchases; Chapter Five Summary and Key Insights
CHAPTER 6 | Sustainable Personal Care: Zone Salience for Personal Care Products; Motivations and Pathway(s) for Adoption; Attributes of Sustainable Personal Care; Relevant Personal Care Certification(s); Personal Care Product Packaging; Purchase Criteria; Quantitative Findings on Sustainable Personal Care Product Purchases; Chapter Six Summary and Key Insights
CHAPTER 7 | Sustainable Household Cleaners: Zone Salience for Household Cleaners; Motivations and Pathway(s) for Adoption; Attributes of Sustainable Household Cleaners; Relevant Household Cleaner Certification(s); Packaging for Household Cleaners; Purchase Criteria; Quantitative Findings on Sustainable Household Cleaner Purchases; Chapter Seven Summary and Key Insights
CHAPTER 8 | Sustainable Over-the-Counter Medications and Supplements: Zone Salience for OTC Medications and Supplements; Motivations and Pathway(s) for Adoption; Attributes of Sustainable OTC Medications and Supplements; Relevant OTC Medication and Supplement Certification(s); OTC Medication and Supplement Packaging; Purchase Criteria; Quantitative Findings on Sustainable OTC Medicines and Product Purchases; Chapter Eight Summary and Key Insights
CHAPTER 9 | Sustainable Home D�¦cor and Improvements: Zone Salience for Home D�¦cor and Improvements; Motivations and Pathway(s) for Adoption; Green is the Primary attribute of Sustainable Home D�¦cor and Improvements; Relevant Home D�¦cor and Improvement Certification(s); Organic; Home D�¦cor Packaging; Purchase Criteria; Quantitative Findings on Sustainable Home D�¦cor Purchases; Chapter Nine Summary and Key Insights
CHAPTER 10 | Sustainable Food Service: Zone Salience for Food Service; Motivations and Pathway(s) for Adoption; Attributes of Sustainable Food Service; Relevant Food and Beverage Certification(s); Food Service Product Packaging; Purchase Criteria; Chapter Ten Summary and Key Insights
CHAPTER 11 | Sustainable Companies: What is a Sustainable Company?; Evaluating Responsible Companies; Sustainable Companies Language Map; Zone Salience; Dimensions of Responsibility; Consumer Examples of Responsible Companies; Chapter Eleven Summary and Key Insights
CHAPTER 12 | Sustainable Retail: At Retail, Sustainability is an Experience; Front Stage Retail Elements; Back Stage Retail Elements; Chapter Twelve Summary and Key Insights
CHAPTER 13 | Concluding Thoughts and Recommendations: Sustainability Claims Should be Relevant to the Product; Personal Benefits Matter; Clarify the Link between the Product, Consumer, and the Greater Good; Sustainability Marketing Should Educate without Being Didactic; Visual Communications; Greenwashing; Position Your Company and Product as a Partner
APPENDIX 1 | Demographics: Demographic Differences in Sustainability; Sustainability Differences across Gender and Age
APPENDIX 2 | Methodology: Quantitative Methods; Qualitative Methods
APPENDIX 3 | The Hartman Model
LIST OF FIGURES: Figure 1. Familiarity with the Term �DSustainability(2007, 2008); Figure 2. What �DSustainabilityMeans to Consumers; Figure 3. The Four Zones of Sustainability; Figure 4. Language Map for Sustainability; Figure 5. Two Realms of the World of Sustainability; Figure 6. Zones of Risk Awareness; Figure 7. Consumer Perceptions of How Quality of Life May Change in a Range of Communities (2007, 2008); Figure 8. Proportion of Consumers Who Think Quality of Life in the Following Communities Is Deteriorating (2007, 2008); Figure 9. Main Issues Impacting Society; Figure 10. Triggers for Awareness; Figure 11. Top Sources of Information on Sustainability; Figure 12: Frame of Mind: Intent Leads to Sustainability Behavior; Figure 13. Frequency of Purchase Decisions Based on Sustainability Concerns; Figure 14. Reasons for Not Considering Sustainable Values When Purchasing Products; Figure 15. Pathway Adoption for Sustainability; Figure 16. The World of Sustainability; Figure 17. Barriers to Purchasing Sustainable Products (2007, 2008); Figure 18. What �DSustainabilityMeans to Consumers (Top Overall Answers by Sustainability Consumer Segment); Figure 19. Current Sustainable Practices (By Sustainability Consumer Segment); Figure 20. Phases of Adoption for Sustainability Purchasing Habits; Figure 21. Sustainable Products Currently Owned/Used or Planning to Purchase; Figure 22. Which Has Greatest Impact On Society: Purchasing, Voting or Local Involvement?; Figure 23. Most Important Attributes of Sustainable Products (By Sustainability Consumer Segment); Figure 24. Effect of Current Economic Conditions on Sustainable Purchases: I Buy More Sustainable Products Now (By Sustainability Consumer Segment); Figure 25. Willingness to Pay A Premium for Sustainable Products/Services Compared To A Year Ago (By Sustainability Consumer Segment); Figure 26. Impacts of Current Economic Conditions on Cutting Back; Figure 27. Association of the Term �DSustainabilityWith �DReducing Carbon Footprint; Figure 28. Importance of Company Reduction of Carbon Footprint When Purchasing A Product/Service (By Sustainability Consumer Segment); Figure 29. Importance of Packaging Types; Figure 30. Packaging Materials That Consumers View Most Negatively; Figure 31. Most Important Attributes of Sustainable Products (By Sustainability Consumer Segment); Figure 32. Importance of Certification of Sustainable Products; Figure 33. Preferred Provider of Sustainability Certification; Figure 34. Language Map for Sustainable Products; Figure 35. Sustainable Products Purchased/Used in Past 30 Days; Figure 36. Properties Associated with the Term �DOrganic; Figure 37. Adoption of Sustainable Foods and Beverages; Figure 38. Use of Bottled Water and Its Alternatives and Consumers�® Willingness to Pay 20% Extra for a Sustainable Version (By Sustainability Consumer Segment); Figure 39. Purchases of Foods and Beverages (By Product Category); Figure 40. Current Market Reach of Sustainable Food and Beverage Products (By Product Category); Figure 41. Current Market Reach and Immediate Growth Opportunity of Sustainable Food and Beverage Products (By Product Category); Figure 42. Willingness to Pay A Premium (20% More) For Sustainable Foods and Beverages (By Product Category); Figure 43. Purchases of Personal Care Products (By Product Category); Figure 44. Current Market Reach of Sustainable Personal Care Products (By Product Category); Figure 45. Current Market Reach and Immediate Growth Opportunity of Sustainable Personal Care Products (By Product Category); Figure 46. Willingness to Pay 20% More for Sustainable Version of Personal Care Products (By Product Category); Figure 47. Purchases of Household Cleaners; Figure 48. Current Market Reach of Sustainable Household Cleaners; Figure 49. Current Market Reach and Immediate Growth Opportunity of Sustainable Household Cleaners; Figure 50. Willingness to Pay 20% More for Sustainable Version of Household Cleaners; Figure 51. Purchases of OTC Health Care Products; Figure 52. Current Market Reach of Sustainable OTC Health Care Products; Figure 53. Current Market Reach and Immediate Growth Opportunity of Sustainable OTC Health Care Products; Figure 54. Willingness to Pay 20% More for Sustainable Version of OTC Health Care Products; Figure 55. Purchases of Home D�¦cor; Figure 56. Current Market Reach of Sustainable Home D�¦cor; Figure 57. Current Market Reach and Immediate Growth Opportunity of Sustainable Home D�¦cor; Figure 58. Willingness to Pay 20% More for Sustainable Version of Home D�¦cor; Figure 59. Importance of Sustainable Offerings in Selected Eating Establishments; Figure 60. Likely Purchase of Sustainable Offerings in Selected Eating Establishments; Figure 61. Importance of Sustainable Offerings in Selected Eating Establishments; Figure 62. Transparency and Authenticity; Figure 63. Discerning A Company�®s Authenticity; Figure 64. Sustainable Companies Language Map; Figure 65. Consumer Model of Sustainability; Figure 66. Importance of Economic Zone & Consumers�® Purchasing Behavior (By Sustainability Consumer Segment); Figure 67. Importance of Environmental Zone & Consumers�® Purchasing Behavior (By Sustainability Consumer Segment); Figure 68. Importance of Social Zone & Consumers�® Purchasing Behavior (By Sustainability Consumer Segment); Figure 69. Importance of Personal Benefit Zone & Consumers�® Purchasing Behavior (By Sustainability Consumer Segment); Figure 70. Importance of Company Practices in Consumers�® Purchasing Behavior; Figure 71. Consumer Reactions to Large Company�®s Environmentally Friendly Claims (By Sustainability Consumer Segment); Figure 72. Primary Reasons for Shopping at Favorite Retailer; Figure 73. Primary Reasons for Shopping at Favorite Retailer: Merchandise (By Sustainability Consumer Segment); Figure 74. In-Store Information Sources on Sustainable Products (By Sustainability Consumer Segment); Figure 75. Where Consumers Buy Their Sustainable Products; Figure 76. Where Consumers Buy Their Sustainable Products: Separate Trips (By Sustainability Consumer Segment); Figure 77. Primary Reasons for Shopping at Favorite Retailer: Employee Service and Knowledge (By Sustainability Consumer Segment); Figure 78. Primary Reasons for Shopping at Favorite Retailer: Physical Layout (By Sustainability Consumer Segment); Figure 79. Primary Reason for Shopping at Favorite Retailer: Offers Reusable Bags (By Sustainability Consumer Segment); Figure 80. Sustainability Consumer Segments By Gender; Figure 81. Sustainability Consumer Segments By Age; Figure 82. Frequency of Purchasing Decisions Based on Sustainability Concerns (Adults vs. Teenagers); Figure 83. Familiarity with the Term �DSustainability; Figure 84. What �DSustainabilityMeans To Consumers (Associations Held More Often By Teenagers than By Adults); Figure 85. Sustainability Consumer Segments (By Racial/Ethnic Background); Figure 86. Sustainability Consumer Segments (By Educational Level); Figure 87. Sustainability Consumer Segments (By Household Income); Figure 88. Sustainability Consumer Segments (By Presence of Children in Household); Figure 89. Sustainability Consumer Segments (By Urban/Rural Residence); Figure 90. Region of Residence (By Sustainability Consumer Segment); Figure 91. Sustainability Consumer Segments (By Marital Status / Living Arrangement); Figure 92. Sustainability Consumer Segments (By Political Orientation); Figure 93. Sustainability Consumer Segments (By Vegetarianism/Not); Figure 94. World Model: Core to Periphery
LIST OF TABLES: Table 1. Barriers and Motivations for Sustainable Purchases; Table 2. Description of Summary Charts Displaying Purchase-Related Survey Findings on Product Category Purchases; Table 3. Purchase Criteria for Sustainable Foods and Beverages; Table 4. General Food and Beverage Categories and Corresponding Sustainable Versions; Table 5. Purchase Criteria for Sustainable Personal Care Products; Table 6. General Personal Care Product Categories and Corresponding Sustainable Versions; Table 7. Purchase Criteria for Sustainable Household Cleaner; Table 8. General Household Cleaner Category and Corresponding Sustainable Versions; Table 9. Purchase Criteria for Sustainable OTCs and Supplements; Table 10. General OTC Health Care Products Category and Corresponding Sustainable Versions; Table 11. Desired Attributes of Sustainable Home D�¦cor/Improvement and Appliances/Electronics; Table 12. Purchase Criteria for Sustainable Home D�¦cor/Improvement and Appliances/Electronics; Table 13. General Home D�¦cor Product Category and Corresponding Sustainable Versions; Table 14. Attributes of Sustainable Food Service; Table 15. Purchase Criteria for Sustainable Food Service; Table 16. Companies Most Often Cited As Being Responsible By Consumers Overall (Unaided Responses)

Abstract

In this report, The Hartman Group examines where the consumer definition of sustainability currently is at and offers insight into the negative outlook consumers have for the economy and the positive outcome they feel will result by making sustainable purchase decisions.

Sustainability: The Rise of Responsibility provides a detailed analysis of several key product and channel categories. The analyses indicate that many consumers do not know which products or companies are truly sustainable. The report highlights key findings that reinforce the trend in “responsible purchasing” including, the number of consumers who believe their purchase decisions matter as much as their votes, how many consumers participate in sustainable behaviors and consider environment and social aspects at times in making purchase decisions, and those consumers willing to pay a premium for sustainable goods despite the economic downturn.

In addition to consumer perceptions and product and channel analysis, Sustainability: The Rise of Consumer Responsibility provides guidance for creating marketing and communications messages that resonate with consumers, which also serve as guardrails for helping companies to avoid perceptions of green-washing.

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Sustainability: The Rise of Consumer Responsibility

Table of Contents

Abstract