Think you're targeting the right green audience?
Meet your real green consumer with Green Living Pulse™ 2010.
While Eco Pulse™ is Shelton Group’s baseline study of the total U.S. market, covering consumer perceptions of green companies, products and the value of green attributes, Green Living Pulse 2010 focuses only on the 84% of the population who are at least a little green, currently buying and considering green products. That gives you the most comprehensive look into the personalities, attitudes and interests of actual green consumers.
Simply put, Eco Pulse focuses on overall consumer perceptions of green products, while Green Living Pulse focuses on who green consumers really are—what drives them, what they respond to and how you can identify them.
Green Living Pulse reveals the lifestyles and drivers for the three consumer segments who are open to buying green products. This year’s study dives into these three core green segments in order to…
- Discover important attitudinal and personality differences among the three green consumer segments.
- Compare green product purchase history, purchase proclivity and prioritization across a broad range of product categories, from cars to produce.
- Measure participation in a variety of conservation habits and sustainable behaviors from shopping with re-usable bags to composting and carpooling.
- Evaluate the impact of personal experience with dietary and respiratory health problems and environmental hazards on overall behavior, attitudes and green segmentation.
- Trend interest and knowledge regarding green homes and energy-efficient homes.
- Trend concern placed on climate change and energy and water conservation.
- Test product/packaging selection drivers for all-purpose cleaners and paper towels based on actual product packaging photos featuring the leading green product choices in both categories.
- Measure reactions to a variety of emotional drivers via test messages in several categories, noting any differences in receptivity between the three green segments.
- Measure DIY (do it yourself), gardening, home cooking and home improvement habits among the three green segments.
With over 500 pages of answers and insights, Green Living Pulse 2010 includes audience profiles and segmentation, cross-tabulations, charts and graphs for each question asked in the survey, and a thorough examination of the mindsets and personalities of green consumers. Get insight into the hearts and minds of green consumers, including:
- New segments, new targets. Are they included in your marketing plans?
- Paging Doctor Green. How does green relate to health in the minds of consumers?
- Seeing it for yourself. Does personal experience equal a greener individual?
- Hey! Look over here! How is oil spill awareness skewing perceptions of energy supply problems?
- Growing potential. Why are Hispanics the fastest-rising minority in the green spectrum? Who are they demographically and psychographically?
- Green eggs and ham. How is food preparation indicative of a potential green target audience?
- It’s the end of the world as we know it. Does doomsday/global warming messaging have a strong impact?
Want to see more? Here's a sneak peek into a few pages straight out of the report:
So in a nutshell, here's what you can expect from Green Living Pulse:
- Exactly who your best target audience is—their demographics and personalities
- A comprehensive look at the beliefs, misperceptions and actions taken (or not taken) by green consumers
- Specific messaging and drivers that motivate action
- Lifestyle attitudes and behaviors across the green consumer spectrum
Methodology
Shelton designed a quantitative survey fielded via the Internet from May 21–31, 2010. The survey contained a mix of fixed-response alternative questions, Likert scale questions and semantic differential scale questions. Shelton Group utilized Survey Sampling International's online community of more than 3.5 million respondents for sampling. The survey was stratified to mirror the geographic, gender and age distribution of the population ages 18+ (227,434,466) in the United States. Survey sample data were also weighted slightly to match U.S. age, education, age and region. The survey yielded 1,302 complete responses. We've found the online panel sampling methodology yields results comparable to a probability sample of the U.S. 18+ population completed via random digit telephone dialing, producing a 95 percent confidence level and a confidence interval of +/- 2.72 percent (margin of error).
Green Living Pulse 2010 Focus Group Report
In development of this year's Green Living Pulse study, Shelton Group also hosted two consumer focus groups in Charlotte, North Carolina, and two in Appleton, Wisconsin during April 2010. Participants were screened to ensure they currently have a minimum number of environmental conservation lifestyle habits and/or green product purchase habits. The groups were recruited to meet these key demographic characteristics:
Charlotte, NC
Group One: Hispanic adults aged 25–64
Group Two: Young moms aged 25–34
Appleton, WI
Group Three: Boomer women aged 45–64
Group Four: Men aged 25–64
