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FROM OUR BLOG

- Forget monsters under the bed: Kids are afraid of global warming

Kids may be more concerned about the planet than a lot of grown ups. And our most recent research shows that is they initiate a conversation with their parents, the family changes behavior two-thirds of the time.

- How about going green to lose weight?

We haven’t tested it yet but some stories we’re hearing are leading us to think “weight loss” should be added to the list of deeper drivers that really motivate consumers to go green.

- Millenials: Just starting to put their money where their mouths are

Young doesn’t equal green. They may have big ideas about living a sustainable life, but they’er just now starting to turn that into purchasing behavior — which means it’s a great time for marketers to connect and establish brand loyalties.

More About Eco Pulse

Get Eco Pulse 2009 today and unlock these valuable consumer trends:

Now in its second year, Eco Pulse dives deeper into shifting consumer attitudes on green products, practices and services. What does green mean to your consumers? How do they define it? How much do they actually know about it? Which companies and products do they see as green, and how much more they will pay for those products? We did more than just answer these questions. We found out exactly what the answers mean to you and your business.

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Methodology

Shelton Group conducted four consumer focus groups in two cities (Los Angeles and St. Louis) in early April 2009 to discuss the issues addressed above and to influence the design of our follow-up quantitative survey fielded via the Internet April 17–May 1, 2009. The survey contained a mix of fixed-response alternative questions, Likert scale questions, discrete choice and unstructured (open-ended) questions. Shelton Group utilized Survey Sampling International's online community of more than 3.5 million respondents for sampling. The survey was geographically stratified to mirror the geographic distribution of the population ages 18–75 in the United States. Survey sample data were also weighted slightly to better match U.S. age and ethnicity. The survey yielded 1,006 complete responses, for a 95% confidence level and a confidence interval of +/- 3.09% (margin of error).