Eco Pulse™
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Download Eco Pulse 2011 Press Release
Shelton Group’s fourth annual Eco Pulse™ profiles Americans’ views on green product purchases by surveying 1,013 consumers. While most Americans (almost 70%) are seeking greener products, there’s a great divide among gender, age and ethnic groups (who approach environmental issues quite differently). In addition, confusion exists with regard to recycling (what do the numbers really mean?). Also bubbling to the surface were the issues of made in the USA/locally grown and lack of targeted information, pricing and messaging.
Here's what you'll find in this year's study:
The Green Price Premium and Branding Conundrum. Why consumers often feel punished by higher pricing for making better choices, and prefer to buy green from brands they know.
The Gender Gap. How men and women view sustainability and the environment differently.
The Three Rs. Which is most important and what opportunities exist for marketers to impact behavior changes.
Proud to Be American. How economic patriotism can engage Skeptics and Indifferents and move them to make more sustainable choices.
Start by downloading your free Executive Summary for an overview of this year’s findings, then buy the full study.
Eco Pulse can help you identify and maximize opportunities to engage your target consumer with the right messaging, see how consumers view product positioning and attributes, and understand how sustainable initiatives impact your corporate image.
In this year's study, we did a deep dive in order to:
- Ascertain what consumers think “green” means
- Gauge how worldviews and segmentation affected the influence of messaging and incentives
- Compare green activism/engagement and purchase decisions
- Determine the most important sustainable drivers in the home improvement, food, personal care, laptop and laundry product markets
- Measure the gap between intent and action; provide insights on the barriers and suggest ways to bridge the gap
- Discover green marketing communication challenges – and opportunities – by asking tough questions on best practices and everyday activities
Get your sneak peek! Take a look at a few pages now:
Methodology
The Shelton Group research team designed a quantitative survey and fielded it via the Internet March 24–28, 2011. The survey contained a mix of fixed-response alternative questions, Likert scale questions and discrete choice questions. Shelton Group utilized Survey Sampling International’s online community for sampling. The survey was geographically stratified to mirror the geographic distribution of the population aged 18 or older (227,301,996) in the United States. Survey sample data were also weighted slightly to match U.S. age, education, gender and ethnicity. The survey yielded 1,013 complete responses for a 95 percent confidence level and a confidence interval or +/- 3.08 percent margin of error.