持續可能性︰ 消費者責任的增加 是由出版商Hartman Group, Inc.在2009年01月所出版的。
這份英文市場調查報告書價格從美金15000起跳。
Abstract
The definitive roadmap plotting consumer behavior and purchases in the new culture of sustainability and adjusting to new economic realities
SUMMARY
Since 1989, The Hartman Group has been painting the evolving picture of the
American consumer and providing data, findings and counsel to companies on
consumer habits, adoption pathways and aspirations in the environmental
products arena.
Sustainability: The Rise of Consumer Responsibility goes beyond today' s
"green" hype and compiles the most comprehensive, immersive information and
implications for understanding the consumer side of the complex issue of
sustainability. It describes consumers' familiarity with sustainability, as a
term, and way of life, and how the myriad of attitudes and behaviors across
economic, social, corporate and environmental responsibility is reflected in
their consumption patterns. It sheds light on the increasing desire among
consumers to live more responsibly.
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.
Table of Contents
TABLE OF CONTENTS
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
- Increased Attention, but Limited Understanding
- A (Re)definition of the Term Sustainability
- The Explanative Power of Responsibility
- A Consumer-based Model of Responsibility
- Responsibility Works at the Personal and Societal Levels
- Dimensions of Responsibility
- The Language of Sustainability
- Healthy
- Preserving Resources
- Simple Living
- Community
- Local
- Connecting the Themes
- Chapter One Summary and Key Insights
CHAPTER 2. Consumer Attitudes
- Participation in Sustainability Begins Attitudinally
- Applying a World Perspective
- Frame of Mind
- Previous Articulations of the Consumer View
- Current Explanation of the Consumer View
- Triggers for Awareness
- Information Sources as Triggers
- 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
- Intent Places You in the World of Sustainability
- Quantifying Intent
- Inside the World of Sustainability
- Intent and Personal Benefit
- Adoption Pathways
- Pathways are Numerous, Adoption is Variable
- Adoption along Each Pathway
- Consumer Segments in the World of Sustainability
- Integration Characterizes Consumer Sustainability Segments
- Barriers and Motivations for Purchase
- Consumer Segment Profiles
- Paul - A Periphery Consumer
- Katie - A Mid-level Consumer
- Marilyn - A Core Consumer
- Insight into the Periphery, Mid-level and Core Consumer
- Adoption Pathway for Sustainable Purchases
- Chapter Three Summary and Key Insights
CHAPTER 4. Sustainable Products
- What is a Sustainable Product?
- Zone Salience
- Connection to Economic Zone is not as Readily Apparent
- The Personal Benefit Zone Is Salient For Every Product Category
- Product Content and Manufacturing Process
- Packaging: A Consumer Expectation, but not a Primary Purchase Motivator
- Back-end Considerations Are Most Understood
- Packaging Content and End Use
- Aesthetics
- Certification
- Desire for Unifying Certification
- Internal, Third-Party, and Government Certification
- Commonly Cited Certifications
- 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
- Personal Benefit
- Environmental
- Social
- Economic
- Motivations and Pathway(s) for Adoption
- Attributes of Sustainable Food and Beverages
- Freshness is the Foremost Attribute of Sustainable Foods and Beverages
- Hierarchy of Specific Attributes
- Relevant Food and Beverage Certification(s)
- Food and Beverage Packaging
- Bottled Water Backlash
- Portable Food and Beverage Containers
- Package Communications
- 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
- Personal Benefit
- Environmental
- Social
- Motivations and Pathway(s) for Adoption
- Attributes of Sustainable Personal Care
- Natural is the Foremost Attribute of Sustainable Personal Care Products
- Hierarchy of Specific Attributes
- Relevant Personal Care Certification(s)
- Cruelty Free
- Organic
- Other Certifications
- Personal Care Product Packaging
- Purchase Criteria
- A Note about Sustainable Cosmetics
- Quantitative Findings on Sustainable Personal Care Product Purchases
- Chapter Six Summary and Key Insights
CHAPTER 7. Sustainable Household Cleaners
- Zone Salience for Household Cleaners
- A Shift in Perspective
- Personal Benefit
- Environmental
- Social
- Motivations and Pathway(s) for Adoption
- Attributes of Sustainable Household Cleaners
- Natural is the Foremost Attribute 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
- Personal Benefit
- Environmental
- Motivations and Pathway(s) for Adoption
- Attributes of Sustainable OTC Medications and Supplements
- Natural and Safe are the Foremost Attributes of Sustainable OTC' s and
Supplements
- Hierarchy of Specific Attributes
- Relevant OTC Medication and Supplement Certification(s)
- Federal Drug Administration
- Cruelty Free
- Organic
- 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 Decor and Improvements
- Zone Salience for Home Decor and Improvements
- Personal Benefit
- Environmental
- Social
- Motivations and Pathway(s) for Adoption
- Green is the Primary attribute of Sustainable Home Decor and Improvements
- Relevant Home Decor and Improvement Certification(s)
- Organic
- Home Decor Packaging
- Purchase Criteria
- Quantitative Findings on Sustainable Home Decor Purchases
- Chapter Nine Summary and Key Insights
CHAPTER 10. Sustainable Food Service
- Zone Salience for Food Service
- Environmental
- Economic
- Personal Benefits
- Social
- Motivations and Pathway(s) for Adoption
- Coffee Shops: Strong Potential for Sustainability
- Attributes of Sustainable Food Service
- Freshness and "Intimacy"Are the Foremost Attributes of Sustainable Food
Service
- Hierarchy of Specific Attributes
- Relevant Food and Beverage Certification(s)
- Food Service Product Packaging
- Packaging Communications
- Physical Space Considerations
- Purchase Criteria
- Chapter Ten Summary and Key Insights
CHAPTER 11. Sustainable Companies
- What is a Sustainable Company?
- Company Size and Influence on Consumer Perceptions of Sustainability
- Small Companies are the Idealized Sustainable Business
- Companies Should Focus on Responsibility
- Evaluating Responsible Companies
- Transparency and Authenticity: Two Overarching Dimensions of
Responsibility
- Sustainable Companies Language Map
- Zone Salience
- Economic Responsibility is a Greater Concern for Large Companies
- The Social Zone is Relevant for all Companies
- Dimensions of Responsibility
- Economic Dimensions of Responsibility
- Environmental Dimensions of Responsibility
- Social Dimensions of Responsibility
- Personal Benefit Dimensions of Responsibility
- Overall Ranking of Attributes of Responsible Companies
- "Greenwashing"
- 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
- Sustainability Products and Retail
- Retail Employees and Sustainability
- Retail Store Environment
- Back Stage Retail Elements
- Retail Employment Practices
- Going Green Operationally at Retail
- 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
- Gender
- Age
- Teenagers
- Racial/Ethnic Background
- Education
- Household Income
- Children in Household
- Location of Residence
- Marital Status
- Political Orientation
- Vegetarianism and the World of Sustainability
- Sustainability Differences across Gender and Age
- Significant Differences across Gender
- Significant Differences across Age
APPENDIX 2. Methodology
- Quantitative Methods
- Quantitative National Survey
- Segmenting Sustainability Consumers
- Qualitative Methods
APPENDIX 3. The Hartman Model
LIST OF FIGURES
- Figure 1. Familiarity with the Term "Sustainability"(2007, 2008)
- Figure 2. What "Sustainability"Means 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 "Sustainability"Means 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 "Sustainability"With "Reducing 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 "Organic"
- 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 Decor
- Figure 56. Current Market Reach of Sustainable Home Decor
- Figure 57. Current Market Reach and Immediate Growth Opportunity of
Sustainable Home Decor
- Figure 58. Willingness to Pay 20% More for Sustainable Version of Home
Decor
- 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 "Sustainability"(Adults vs. Teenagers)
- Figure 84. What "Sustainability"Means 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 Decor/Improvement and
Appliances/Electronics
- Table 12. Purchase Criteria for Sustainable Home Decor/Improvement and
Appliances/Electronics
- Table 13. General Home Decor 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)
