美國消費者及可持續性：家庭用洗劑 是由出版商Packaged Facts在2009年09月所出版的。
這份英文市場調查報告書包含32 pages 價格從美金1195起跳。
Abstract
This report forms part of a series jointly published by The Hartman Group and
Packaged Facts on Consumers and Sustainability. This four-part series covers
in separate reports the markets for foods and beverages, personal care
products, household cleaners, and OTC medications and supplements.
Sustainability means different things to different people. Asked to identify
what the term means to them, consumers most frequently respond “the
ability to last over time” (76%) and “the ability to support
oneself.” Sustainability is also strongly associated with environmental
concerns, whereby consumers are being challenged to develop and express an
“eco-consciousness” in their daily habits and purchases. Thus,
nearly half of consumers associate sustainability with conserving natural
resources and with recycling.
But using “eco-conscious” or “green” as synonymous
with sustainability unduly limits the term. “Green” falls short as
a description for the variety of social, economic and environmental issues
that real-world individuals believe are important to sustaining themselves,
their communities, and society at large. Adoption of sustainable products
mirrors the health and wellness progression that The Hartman Group has
previously reported, in which consumers first consider the impacts of things
in the body, followed by on the body, and finally around the body.
As consumers become more educated about the environmental, social, and
economic implications of their shopping habits, their health and wellness
motivations dovetail with societal concerns, such that four zones of
sustainability become relevant to purchasing choices:
- The Personal Benefit Zone
- The Environmental Zone
- The Social Zone
- The Economic Zone
Household cleaning products with a sustainable side have only recently begun
to enter the American mainstream. Conversations with consumers about the
household cleaning category, including a range of laundry products, household
cleaners and polishes, reveal a shift in the way consumers think about why and
how they clean their home.
Formerly, the act of cleaning was a form of “germ warfare,” and
entailed a combative relationship between consumers and their environment.
Recently, however, more and more consumers talk about the idea of working with
nature, not against it, to naturally restore balance to their home
environment. As with the food and beverage and personal care categories,
consumers have become increasingly aware of the potentially harmful effects of
chemical-based cleaners on personal health as well as environmental safety.
This shift in perspective has implications for the personal benefits consumers
look for as well as the role of the environmental and social zones of
sustainability in the marketing of products in the household cleaners category.
Series Methodology
This report series was jointly produced by The Hartman Group and Packaged
Facts, and is based on The Hartman Group' s 2009 multi-category study,
Sustainability: The Rise of Consumer Responsibility. In addition, Packaged
Facts provides an update of consumer attitudes and spending based on a
proprietary online poll conducted in February 2009 and on Experian Simmons
surveys fielded from November 2008 to June 2009.
The Hartman Group Quantitative and Qualitative Methods
This report draws primarily on an online survey of 1,856 U.S. adults conducted
in September 2008 by The Hartman Group to understand consumer attitudes and
behaviors related to sustainability. The sample was drawn from a panel of
adult U.S. consumers with Internet access, and was designed to provide good
representation of the U.S. population according to geographic area, age,
gender, race and income. The Hartman Group also conducted qualitative research
on sustainability in three markets (Seattle, Dallas, and Columbus) during
August 2008, using consumer ethnography with fifty consumers as the
cornerstone of qualitative research. Ethnographic interviews included
one-on-one conversations at an individual' s home or at a specific retail
setting, as well as group interviews also at consumers' homes. These
engagements garnered more than 100 hours of in-depth, revelatory consumer
discussion.
Table of Contents
Chapter 1: Methodology
- A Joint Publication of The Hartman Group and Packaged Facts
- The Hartman Group Quantitative and Qualitative Methods
- About The Hartman Group, Inc
- About Packaged Facts
Chapter 2: Sustainability & the American Consumer
- Establishing a Definition of Sustainability
- Figure 2-1: What “Sustainability” Means to Consumers
- Sustainability Concerns and Purchasing Decisions
- Figure 2-2: Frequency of Purchase Decisions Based on Sustainability
Concerns
- A Consumer-based Model of Responsibility
- Figure 2-3: The Four Zones of Sustainability
- Experiential Triggers
- Figure 2-4: Triggers for Awareness
- Informational Triggers
- Figure 2-5: Top Sources of Information on Sustainability
- The World of Sustainability: Core to Periphery
- Figure 2-6: The World of Sustainability
- Motivations and Barriers to Purchase
- Convenience
- Price
- Expert Opinion
- Experience
- Knowledge
- Table 2-1: Motivations and Barriers for Sustainable Purchases
Chapter 3: Household Cleaners and the Sustainability Consumer
- The Household Cleaners Market and the Zones of Sustainability
- Personal Benefit Zone of Sustainability
- Environmental Zone of Sustainability
- Safety
- Sensory Experience
- Homemade Cleaners
- Social Zone of Sustainability
- Humane Treatment of Animals
- Motivations and Pathway(s) for Adoption
- Attributes of Sustainable Household Cleaners
- Natural Is the Foremost Attribute of Sustainable Household Cleaners
- Relevant Household Cleaner Certifications
- Packaging for Household Cleaners
- Table 3-1: Packaging Do' s and Don' ts for Sustainable Household Cleaners
- Purchase Criteria
- Table 3-2: Purchase Criteria for Sustainable Household Cleaners
- Quantitative Findings on Sustainable Household Cleaners
- Table 3-3: General Household Cleaner Categories and Corresponding
Sustainable Versions
- Figure 3-1: Purchases of Household Cleaners
- Figure 3-2: Current Market Reach of Sustainable Household Cleaners
- Figure 3-3: Current Market Reach and Immediate Growth Opportunity of
Sustainable Household Cleaners
- Figure 3-4: Willingness to Pay 20% More for Sustainable Version of
Household Cleaners
Chapter 4: Summary and Key Insights
- Paradigm Shift for Household Cleaners
- Tenets for Package Communications
Chapter 5: Market Update
- Responses to Economic Downturn
- Sustainability Convictions Largely Unchanged by Recession
- Table 5-1: Recent Trends in Sustainability Psychographics: Opinions
- Table 5-2: Recent Trends in Sustainability Psychographics: Behaviors
- Widespread Acceptance of Sustainable Household Cleaners
- Figure 5-1: Percent of Adults Who Buy Natural or Organic Household
Cleaning/Maintenance or Laundry Care Products, February 2009 (U.S. adults)
- Sustainable Products Move Into Mainstream
- Table 5-3: Percent of Adults Agreeing With Selected Psychographic
Statements About the Environment, 2009 (U.S. adults)
