More About Green Living Pulse
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Methodology
Shelton Group fielded this quantitative survey via the Internet June 16–June 23, 2009. The survey contained a mix of fixed-response alternative questions, Likert scale questions, and unstructured (open-ended) questions. Green Living Pulse research was a re-contact study using Earthsense's Reconnect Service: this uses the Eco-Insights specialty panel from Survey Sampling International (SSI), comprised of 30,000 SSI panelists who participated in the most recent wave (May 2009) of the Earthsense Eco-Insights study. The Green Living Pulse survey sample was stratified to match the relative national distribution of Earthsense's top six consumer Dimensions™ segments (Enthusiasts, Believers, Strivers, Habituals, Selectives and Skeptics). Eco-Insights participants identified as members of the remaining three Earthsense low attitude segments were excluded because these consumers were less likely to be actively engaged in green issues or purchases. The goal was to get feedback from consumers who are at least open to green product purchases. Eco-Insights survey sample data were weighted to reflect age, income, gender and ethnicity distributions for the U.S. adult population. Green Living Pulse yielded 1,007 complete responses, for a 95 percent confidence level and a confidence interval of +/- 3.09 percent (margin of error).
Shelton Group and Earthsense Eco-Insights™
Earthsense Eco-Insights™ found that 77% of the population is currently open to or actively seeking green products and activities. This very broad continuum of consumers ranges from those only participating in one or two activities or occasionally purchasing green products, to that small group who buys green almost exclusively. Ultimately, Green Living Pulse was able to zero-in on the opinions of consumers who matter to green marketers—those who are open to green purchases and activities.