More About Eco Pulse
Eco Pulse Methodology
Methodology: Shelton designed a quantitative survey fielded via the Internet January 12–20, 2010. The survey contained a mix of fixed-response alternative questions, Likert scale questions and discrete choice 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 age 18–74 (208,697,527) in the United States. Survey sample data were also weighted slightly to match U.S. age, education, gender and ethnicity. The survey yielded 1,000 complete responses, for a 95 percent confidence level and a confidence interval of +/- 3.1 percent (margin of error).
Conjoint methodology: Eco Pulse tested the power of green features compared to standard features such as brand, price and efficacy claims for four product categories in a series of conjoint analysis product selection questions. Survey participants were asked to choose between three products (six or eight times) displaying a random mix of product attributes. We found that the importance placed on green features varies dramatically by product category. Note: We use the term "green" very broadly in this section of the study (as we've found consumers do). In this analysis, we've categorized natural or healthy ingredients as green features, along with features like recycled packaging, energy efficiency and green certifications.
Conjoint categories:
Personal care products
Respondents who purchase baby wipes were asked to choose eight times between three different disposable baby wipe concepts that were built via a randomly generated mix of product features including moistening ingredient, baby wipe material, disposal, packaging, 72-count pack price and brand.
Food
Respondents were asked to choose six times between three different soup products reflecting a random mix of product features, including dietary benefits, natural/organic ingredients, endorsement/certification marks, flavor, brand and price.
Apparel
Respondents were asked to choose six times between three different T-shirt product concepts with a random mix of features, including fabric, dyes, manufacturing practices, brand, price and cause-related options.
Electronics
Respondents were asked to choose six times between three different television product concepts with a random mix of features, including size, price, energy efficiency, brand and format.
Consumer segments: Utilizing factor analysis, we found ten key questions that helped categorize respondents into one of four distinct groups: Actives, Seekers, Skeptics, and Indifferents. Eco Pulse dives deep into these segments to provide thorough information to help hone your next green marketing strategy, including the following demographic consumer information:
- Gender
- Location
- Education
- Occupation
- Household income
- Relationships
- Number of children
- Age range
- Ethnicity
- Political affiliation
- Home ownership
- Company environmental record influence
- Green purchase propensity across several product categories
- Green behaviors and activities
