Shelton Group’s fifth annual Eco Pulse™ study reveals a number of green product perceptions, drivers and knowledge issues for a variety of categories (from food to home improvement products), and identifies important consumer trends, including:
- How sharing a solid sustainability story can drive purchasing decisions at-shelf
- Where consumers want you to focus your sustainability efforts
- What makes green consumers feel most guilty – and what that means for your marketing efforts
Eco Pulse™ 2012 can help you identify opportunities to create real behavior change, maximize your relationship with today’s consumers and create a market advantage for your brand.
Get a sneak peek! Start by downloading your free executive summary here.
- Why some eco-labels don’t work
- Which ingredients consumers are avoiding
- The most important things you can do to impact green purchase decisions
- What messaging is working and what customers look for at point-of-purchase
- Why sustainability is experiencing a slump after years of healthy growth
Want to know more? Start by viewing the Table of Contents.
Eco Pulse™ 2012 gets to the heart of what really drives green purchases. Shelton Group’s research team goes beyond the basic quantitative research offered by other agencies. We know what we’re doing, and we’ve been doing it longer than most.
Through Eco Pulse, we’ve spent five years developing data, tracking consumer behavior, carefully watching changes in trends, and using our expertise to uncover the issues that can truly impact your business.
For this year’s study, we set out to discover what consumers think, feel and believe about green products – and how those activities have changed over time. To get a glimpse into their lives and understand their purchase behaviors, we asked:
- How do you know if a product is green?
- Are you searching for more energy-efficient, natural or sustainable products?
- Where do you usually go to find greener products?
- How green is your lifestyle?
- What ingredients are you avoiding?
- How much does a company’s environmental reputation impact your purchase decisions?
And through their answers, we discovered:
- The purchase propensity they have for a variety of products
- The importance they place on sustainable features vs. traditional features (such as efficacy, brand value and price)
- How much more (if any) they’re willing to pay for greener products
- If engagement and environmental activism influence purchases – and how much
- Trends on green behaviors and habits
- Drivers and messaging that resonate best
This is your opportunity to understand what’s most important to today’s consumers. Take a look at a few pages from the report, then get your copy today!
Shelton Group designed a quantitative survey containing a mix of fixed-response alternative questions, Likert scale questions and discrete choice questions, fielded via the Internet April 25–May 1, 2012. Shelton utilized SSI’s online community for sampling. The survey was stratified to mirror the geographic distribution of the population age 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 1,005 complete responses, for a 95-percent confidence level and a confidence interval of +/- 3.09 percent (margin of error).