Eco Pulse
Green is officially going mainstream. Consumers just have a few points to negotiate with you.
60% of American consumers say they're seeking out green products, and 66% say they haven't curtailed their green spending in this economy. But they're confused about exactly what is green, and that confusion leads to a lack of trust. Words like "natural", "all natural" and "organic" are on labels everywhere, and consumers don't know what to make of it. Which words are legitimate? Which are just marketing buzzwords? Eco Pulse uncovers the origin of green cynicism, so you can learn how to position green to people who want green products but have deeper drivers directing their purchasing decisions.
Specifically, Eco Pulse 2009, one of four annual surveys conducted by Shelton Group, polled 1,006 consumers across the country to unlock their green product perceptions, drivers and knowledge issues. The study:
- Identifies four groups of consumers through segmentation and analyzes their motivations and behaviors and categorizes why they search for green products
- Asks what consumers think it takes to make a product green
- Investigates consumer knowledge of green home features
- Measures whether consumers find sustainable features or more traditional features (like effectiveness, brand and price) more important in a variety of product categories
- Identifies the impact of sustainable features on price elasticity within certain product categories through conjoint analysis and answers the question, "Who is willing to pay more for greener products, and how much are they willing to pay?"
- Trends green purchase behaviors and measures the impact of the down economy on green product purchases
- Measures green engagement and environmental activism regarding purchase decisions
It also provides a demographic and psychographic profile for the exact consumers most likely to buy the following green products:
- Home cleaning products
- Personal care products
- Food and beverages
- Appliances
- Home improvement products
This year's study takes a look down the road at consumer decision-making, green opportunities and which consumer groups could be your best sustainability investment. In particular, we've found that green is a criterion in product decision-making, but where it falls on the priority list differs by product category. And who is searching for green products varies by category as well.
Eco Pulse breaks this all down into bite-sized chunks, so you can understand:
- Who is likely to buy green products by category
- Which categories are the hottest for green
- What price premium consumers will pay for a variety of green features
- What messages they respond to, what terms they need clarified and what promises they'll believe
In short, Eco Pulse is the key to the American consumer mindset on all things green. This year's study provides insight on how to overcome green marketing obstacles and understand how they affect your consumer. With Eco Pulse, you can learn exactly what consumers have in mind when they say, "I'll be green if you..."
To purchase a copy of this survey, contact Shelton Group at 865.524.8385 or (read more).
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