Green Living Pulse™
Shelton Group’s third Green Living Pulse™ study reveals what’s most important to the consumer – from green product purchase drivers, habits and perceptions to prioritization and engagement. This year, we found that although sustainability activities have reached new heights, there’s still plenty of work to be done to move the needle and encourage consumers to keep going down the greener path. At over 600 pages, Green Living Pulse™ 2012 reveals deep consumer insights that drive today’s green purchasing behaviors, including:
- Consumers are confused about the term “sustainable.” Learn about your opportunity to define what it means, for you and for them.
- Peer pressure can encourage green buying. Sustainability is going mainstream – how can you use social influence to stay ahead of the wave?
- Personal health trumps the planet. Health concerns spark interest in sustainable products. Learn how to maximize your packaging and messaging to engage a health-focused audience.
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- Attitudinal and personality differences among three key Shelton segments: Actives, Seekers and Skeptics
- The impact of social influence and “norming” on sustainability-related behavior
- Consumer interest in and knowledge of green/energy-efficient homes
- A comparison of green product purchase history, proclivity and prioritization across a broad range of products
- The impact of health concerns/personal health issues on overall behavior, attitudes and green segmentation
- Perceptions of packaging materials and manufacturer/retailer responsibility for end-of-life product disposal
- Measurement of recycling/composting behaviors
- Consumer concerns regarding climate change and energy/water conservation
Start by downloading your free executive summary here; then buy the full report.
For a sneak peek of the report, check out the following pages from the study.
Green Living Pulse 2012 – page 43 | Green Living Pulse 2012 – page 71
Methodology
Shelton Group designed a quantitative survey fielded via the Internet in December 2011. The survey contained a mix of fixed-response alternative questions, Likert scale questions and semantic differential scale questions. For sampling, Shelton utilized Survey Sampling International’s online community of more than 3.5 million. The survey was stratified to mirror the geographic, gender and age distribution of the population aged 18+ (227,434,466) in the United States. Survey sample data were also weighted slightly to match U.S. age, education and regional population distributions. The survey yielded 1,105 complete responses, for a 95% confidence level and a confidence interval of +/- 2.95% (margin of error).