| |
A number of studies have been conducted in recent years to assess consumers' attitudes and behaviors related to environmental issues and sustainability. These are summarized here and below. Much of this research indicates that despite the media saturation of green education and initiatives, the average American is primarily unaware of environmental issues, does not place environmental factors as key to their purchasing habits, and is generally unwilling to pay a premium for environmentally-friendly products. Dr. Jay Walker Smith, President of Yankelovich, believes, however, that this is changing and that environmentally-conscious consumers now make up a strong niche opportunity for business. The following lists a number of the most recent studies in this area.
 | Deflating a Myth, Consumers are not as committed to the planet as you wish they were (Dolliver, M., Adweek, May 12, 2008)
Mark Dolliver offers a comprehensive analysis of reasons why marketers should not rush blindly into the green movement without understanding the often conflicting options and practices of consumers. Not all aspects of the environment are equal in importance to Americans. Understanding the hierarchy of environmental concern, expectations for business, and the segments of consumers likely to best respond to green initiatives is key to success in the marketplace; these include mothers, seniors, and activists already committed to the cause. Marketers also need to watch out for the dangerous backlash against any appearance of greenwash. |
| Eco-sellers gaining momentum with mainstream buyers (Sept. '08)
Alexandria Sage offers an analysis of the role eco-sellers play with mainstream buyers. With many in large business believing that the tipping point in the green market is near, more and more companies are shifting operations and marketing to place them squarely in the green world. Sage's report notes several cases where companies are responding to the task of positioning themselves as sustainable enterprises. For example, Nike is moving toward becoming climate neutral by 2011. |
| For Earth Day: Two-thirds of Americans Believe Humans are Contributing to Increased Temperatures Poll #44 (Harris Interactive, 2008)
These results of a nationwide Harris Poll of 2,529 U.S. adults surveyed online show that most Americans (67%) believe the activities of human beings are contributing to an increase in global temperatures. But only one in ten (11%) say that they have gone and looked up their personal and/or household's carbon footprint. The younger people are, the more likely they have looked up their footprint. Americans claim that they are doing things to reduce their carbon emissions. Almost two-thirds (63%) say they may have reduced the amount of energy they use in their home, while two in five (43%) have purchased more energy efficient appliances. Additionally, over one-quarter (27%) of Americans have started purchasing more locally grown food while one in five (21%) have stopped drinking bottled water. Much smaller numbers (2% each) have purchased a hybrid car or purchased carbon offsets from an organization. And, while younger Americans may be more likely to look up their carbon footprint, they are also more likely to do nothing about it. |
| Geotourism Survey Shows Millions of Travelers Care
Geotourism editor for National Geographic Traveler magazine, Jonathan B. Tourtellot comments on the results of a major study conducted for the magazine by the U.S. Travel Association (formerly known as the Travel Industry Association). The results indicated that there are at least 55.1 million Americans who could be classified as "sustainable tourists" or "Geotourists". The majority of the traveling public (71%) indicates that it is important to them that their visits to a destination not damage its environment. Nearly two thirds agree (61%) that their travel experience is better when the destination preserves its natural, historic, and cultural sites and attractions. Many travelers (58%) support controlling access to National Parks and public lands so they can be preserved and protected. Over half (53%) of travelers agree that their travel experience is better when they have learned as much as possible about their destination's customs, geography, and culture. |
| GfK Roper Yale Survey on Environmental Issues: Summer, 2008: Consumer Attitudes Toward Environmentally-Friendly Products and Eco-labeling
More than ever before, consumers face a plethora of labels making claims about the environmental-friendliness of products. The use of labels is promoted in hopes of ameliorating diverse environmental harms and are sponsored by various organizations, including government agencies, industry groups and environmental groups. This study sought to understand the perceptions of eco-labels and environmentally-friendly products held by Americans and Canadians. The key findings are that 1) Most Americans are willing to purchase environmentally-friendly products, but other considerations such as price and quality often take priority and 2) Americans are familiar with some, but not all eco-labels. The sponsors of eco-labels are not trusted equally. |
| Good news for the bottom line and environmentally sensitive golf course development (USGA, 2004)
Nancy Richardson, director of the Audubon Signature Programs, examines environmentally friendly golf course design by revealing sample results from a survey of key stakeholders in the industry. Responses cover operational costs, up-front investments, and the importance of sustainability in marketing and promotion. |
| Green Consumers and the Mushiness Index (Makower, Joel, 2007)
Joel Makower offers an analysis of Yankelovich latest study on the perceptions and consumer habits of Americans with regards to being green. This report, and others, indicates that despite the media saturation of green education and initiatives, the average American is primarily unaware of environmental issues and does not place environmental factors as key to their purchasing habits. Makower notes that the segmentation of data offered by Yankelovich has value for those interested in tailoring their green marketing efforts to understand which messages are most likely to be received positively and have a genuine impact on the consumer. A one-hour webinar (registration required) on the Yankelovich study can be watched. |
| Green Life Study (TNS, 2008)
"The Green Life" study conducted by TNS is a global study assessing how 13,000 consumers in 17 countries around the globe are responding to the challenge to "go green," including an in-depth look at how environmental issues have impacted their lifestyles, attitudes and purchase behaviors. Survey questions were designed to gauge respondents' level of concern for the environment, their willingness to seek out and pay a premium for environmentally-friendly products and their activism. |
| Green values: Consumers and branding (TGI in Association with The CarbonNeutral Company)
This recent study, conducted in the U.S. and 11 other countries, identified a small but very influential group of consumers who demonstrate not just an environmentally-consciousness mindset but also a willingness to put these beliefs in action. While small, this group is very important because its members act as opinion leaders, influencing many in the broader consumer market. Further, beyond this small eco-adopter niche, there are other larger groups that also have positive environmental tendencies. The study shows that the "green niche" can be lucrative. The report discusses a number of ways marketers can enhance their knowledge of environmentally-conscious consumers and establish efficient communications to reach them. |
| Is "Green" the New Black? (Synovate and BBC World News, July 2008)"
The second annual Synovate and BBC World News climate change study, conducted among 18,000 in 22 nations, showed that more and more people are concerned about climate change (72% across the globe and as high as 88% in Spain). But, even more importantly, more and more people are actually doing something about it. People are changing their behavior in a dramatic fashion and the past year has taken all-things-green mainstream. |
| Is there a Green Business Bubble? (Makower, Joel, 2007)
With many questioning if the seemingly overnight arrival of green business will last, Joel Makower offers a ten-point analysis in support of a trend that in reality has been more than twenty years in the making. His reasons for optimism range from the inexorable growth of environmental problems, social and political interest, strength of the supply chain, new technologies, public demand for transparent business practices, and economic factors. |
| National Study finds that more than one quarter of vehicle owners likely to include plug-in hybrid engine technology in their next vehicle (Harris Interactive Autotechcast, 2007)
Harris Interactive Auto TECHCAST polled Americans on potential use of hybrid vehicles, general understanding of the power requirements of the technology, and current driving habits. The study found that more than one in five (23%) adult vehicle owners say they are at least familiar with plug-in hybrid engine technology, with males more likely to be familiar than females. Further, more than one-quarter (27%) of U.S. vehicle owners say they are likely (13%), very likely (8%) or extremely likely (6%) to include plug-in hybrid engine technology in their next vehicle. When presented with a suggested market price of $3,200, consideration for the technology drops to a net sixteen percent. |
| News Flash: 110% of Consumers Shop Green! (Makower, Joel, 2008)
Joel Makower examines the dissonance between the green preferences purported by market researchers and his anecdotal observations of the shopping habits of family, friends, and acquaintances. He questions whether the disconnect is due to "greenwashing" by researchers or a general confusion about green criteria, practices, and the implications of both on the bottom line for both consumer and company alike. |
| Surveys find conflicting attitudes by the travelling public to climate change and the environment
Over 2,000 Trivago members were surveyed and the overall results show that the rising price of flights is influencing travel plans more than increasing discussions about global warming. Only 16 percent of Britons changed their travel plans due to climate change, with 80 percent of respondents saying they were sceptical about global warming and 40 percent believing it was just media hype. The Italians, in comparison, are less cynical about climate change but also less likely to change their travel habits. |
| The Green Market Gap (Epler Wood Reports, Epler Wood, M., 2004)
In the 1990s, there was tremendous excitement about the potential of the green market for a wide variety of consumer goods. But more recently a debate has emerged questioning the very existence of an environmental or green market. Ecotourism is one of five key green business opportunities, designed to be attractive to consumers who have environmental concerns. Together with energy efficiency and renewable energy, sustainable agriculture and forestry, recycling and recovering, renewable resource management, and bio-based green chemistry; ecotourism is a product that should be galvanizing the market for green products. But there is an increasing amount of hard evidence that demonstrates consumers who have strong opinions and attitudes about the importance of conserving the environment are not acting upon these values when purchasing products. This discrepancy between environmental concern and product selection is real, and can be demonstrated in a number of different green business arenas. Evidence is now strong enough to give this discrepancy a name, and EplerWood Report is calling it the "Green Market Gap." |
| To Green or Not to Green: Is Corporate America Implementing Strategies to Protect the Environment? (Harris Interactive, 2008)
A recent study conducted by Harris Interactive® with more than 300 IT decision makers found that nearly three-quarters (71%) might be described as "pro green", believing that corporations should go beyond governmental requirements in their efforts to be environmentally friendly (39%) or that they should be environmentally friendly even if they have to sacrifice some of their profitability goals (32%). Among those IT professionals that either have implemented a going green strategy or are in a pilot phase, fifty seven percent say "Going Green" is good for business. Fifty-five percent say that "going green" reduces their energy costs, thus improving profitability, while 53 percent say that being environmentally friendly is a corporate value. While the majority of companies have implemented "Going Green" strategies with recycling and proper waste disposal, overall only 41 percent of corporations have deployed virtualization or server consolidation strategies to save on energy cost. |
| Travelers Willing to Pay More to Be Green; TripAdvisor's Top Ten Environmentally-Friendly Hotels
TripAdvisor(R) surveyed more than 1,000 travelers worldwide and found that 11 percent of respondents have taken and one-quarter are considering going on an ecotourism trip. Thirty-eight percent of respondents said that environmentally-friendly tourism is a consideration when traveling. More then two-thirds (66%) believe environmentally-friendly measures in travel are making a difference. Thirty-four percent of travelers surveyed would pay more to stay at an environmentally-friendly hotel. |
| What's Behind Green Consumer Research? (Makower, Joel, 2007)
Joel Makower continues his examination of the dissonance between the green preferences purported by market researchers and his anecdotal observations of the shopping habits of family, friends, and acquaintances. He notes that while the brouhaha about the environment seems a recent outcry, that consumer research on the issue has been conducted for the better part of twenty years. His concern lies in the worrisome similarity to some of the responses years apart. He observes that while interest has remained the question whether true change is actually taking place remains yet to be answered. |
Case Studies
|
|
