Abstract
With global warming just one of several environmentally charged topics hotly
debated in all manner of media, the focus of what needs to be done is largely
centered on companies and businesses. Doesn' t it stand to reason, however,
that if environmental marketing is to succeed the consumer' s voice should
enter into the dialogue?
The Hartman Report on Sustainability: Understanding the Consumer
Perspective is the first major integrated quantitative and qualitative
study to find out how consumers feel about a world struggling to live in
balance today for the benefit of future generations.
While the term "sustainability" strikes a chord with only the most "green" of
consumers, this should not fool us into believing that sustainability-related
issues are irrelevant to everyone else. Quite the opposite is true. In fact,
there are strong indications that a host of issues related to sustainability
have become mainstream concerns to masses of American consumers.
The report, inspired by over decade-long studies of consumers engaged in
living health and wellness lifestyles, examines the understanding consumers
have of "sustainability" and how issues related to sustainability become
manifest (or not) in the context of everyday life and in relation to shopping
and consumption practices.
What to Expect
Expect the unexpected: Few consumers have deep or extensive knowledge of
expert, policy, or corporate discourses related to sustainability and
sustainable development. In fact, relatively few consumers have any
familiarity at all with the terms "sustainability" and "sustainable
development." At the same time, however, we found that most consumers do
(93%), in fact, operate in everyday life with varying degrees of what we have
come to think of as "sustainability consciousness."
Our research clearly reveals that a cultural shift is taking place in terms of
consumer awareness, acceptance and practices that relate to sustainability.
Specifically, this report provides detailed sociological exploration of how
perceived risks from air, water, sun and food vectors translates into both
personal behavior as well as larger notions of what are sustainable and
environmental practices, products and services.
The Hartman Report on Sustainability: Understanding the Consumer
Perspective is a deep dive into how cultural behaviors are evolving in a
variety of spheres, including but not limited to recycling, household
cleaning, gardening and the selection of apparel and household objects and how
these preferences translate along the lines of so-called "sustainable" choices.
Given the scope and complexity of consumer behavior, anyone marketing or
providing services from a platform of eco-consciousness should consider the
findings presented in Sustainability from a Consumer Perspective.
- CH I provides the theory behind sustainability looking at whether or not
"sustainability" is a household word and the key triggers to sustainability
consciousness.
- CH II introduces the World of Sustainability, the segment profiles and
dimensions of participation.
- CH III examines risk awareness, triggers of risk perception and evolution
of sustainability consciousness.
- CH IV discusses the search for solutions within the context of everyday
life at work and at home and delves into the power the consumer wields (or
not).
- CH V looks at the various levels of how consumers react to world problems
from active to passive engagement.
- CH VI paints a portrait of the largest segment of the population,
mid-level consumers, and examines their understanding of sustainability issues
and behaviors.
- CH VII explores consumers' view of corporate citizenship detailing
characteristics associated with environment-friendly companies, the importance
of business practices in consumers' purchasing decisions, consumer reactions
to companies with sustainable values and the companies perceived to be
socially responsible.
- CH VIII explores how sustainability intersects with health and wellness,
leading to broader notions of quality.
- CH IX provides reflections on opportunities and recommendations for
companies.
Methodology
Quantitative Methods
Quantitative National Survey
This report presents results from an online survey of 1,606 US consumers
conducted in January 2007 to understand consumer attitudes and behaviors
related to sustainability practices and products. Consumers were surveyed to
get a complete picture of the current state of sustainability attitudes and
practices in the US. Methodological details of how the data were collected and
how key measures were developed are provided here. The sampling error for the
full sample of 1,606 respondents is less than ±2.5 percentage points at the
95% confidence level.
Sampling Frame
The sample for this study was drawn from a panel of adult US consumers with
online (i.e., Internet) access. Therefore, the population sampled is a subset
of the national population of the US. Over the years, the population of
Internet users has grown and extended to households from every walk of life
and in every region of the world. Nowhere is this expansion more complete than
in the US. As a result, online samples for the US are generally considered to
be nationally representative of the national population.24 The sample for this
study was designed to provide good representation of the US population
according to geographic area, age, gender, race and income. Although the
sample provides full coverage of these characteristics, sample weights were
developed to adjust for small departures from current US Census estimates of
the population.
Segmenting Sustainability Consumers
We have divided the World of Sustainability into three consumer segments
defined by their level of participation in the World. The construction of
these segments made use of several pieces of data regarding: attention to
information about Sustainability, attitudes toward Sustainability, price
sensitivity, and reasons for participation in the World of Sustainability. The
procedure for classifying respondents according to these three Sustainability
consumer segments was a two-step process. The first step involved constructing
summary measures corresponding to key attitudes and behaviors and the second
step used these summary measures to identify the three segments.
We determined membership in each of these segments by assessing each respondent' s answers to two fundamental questions:
- 1. How often are your purchasing decisions based upon your concerns for
issues such as the environment and social well-being? (Rarely, Sometimes, or
Usually);
- 2. If the store(s) you usually shop for food carried sustainability
products at 10% higher prices than products made with other methods, how
likely would you be to try such products? (Not at all likely, Hardly likely,
Somewhat likely, or Very likely).
For this study, we defined such “Outside consumers” as those who
(according to their survey responses) “rarely” base their
purchasing decisions upon their concerns for issues such as the environment
and social well-being AND fail to do so because (at least in part) “I' m
not really concerned.” We also identified as Outsiders two (2)
additional respondents who selected “I don' t think there are significant
problems facing the world at this time” to the question “Thinking
about the major problems facing the world, which of the following most closely
resembles your perspective?”
Table of Contents
Chapter I - The Theory Behind Sustainability
- Sustainability: Not a Household Word
- Sustainability Consciousness
- Risk in Everyday Life
- Key Triggers to Sustainability Consciousness
- Risk and Sustainability Consciousness
- Chapter I Summary and Key Insights
Chapter II - Introducing the World of Sustainability
- Comparing Insiders to Outsiders
- Dimensions of Consumption
- Key Purchase Criteria: Periphery
- Key Purchase Criteria: Mid-level
- Key Purchase Criteria: Core
- Segment Profiles
- Linda lives in the Periphery of the world:
- John lives in the Mid-level of the world:
- Kim lives in the Core of the world:
- Language in the World of Sustainability
- Imagery and Symbolism
- Sustainability Today
- Sustainability Tomorrow
- Adoption Pathway for Sustainable Purchases
- Chapter II Summary and Key Insights
Chapter III - Understanding the World of Sustainability
- Risk Awareness: How Things Are...and Will Be
- Key Triggers of Risk Perception
- Top Issues of Concern
- Attitudes About Food and the Environment
- Uncertainty Outside the Core
- Evolution of Sustainability Consciousness
- Familiarity with the Term “Sustainability”
- Perception of Threats from the Environment
- Evaluating Possible Solutions
- Chapter III Summary and Key Insights
Chapter IV - The Search for Solutions
- Using “Green” Money...or Not
- Engaging in Sustainability Activities
- Purchasing Sustainability Products
- Consumer Power: Purchasing or Polling Booth?
- Chapter IV Summary and Key Insights
Chapter V - Adaptive Reactions to World Problems
- Identifying Adaptive Reactions
- Radical Engagement
- Sustained Optimism
- Divine Faith
- Cynical Pessimism
- Pragmatic Acceptance
- Chapter V Summary and Key Insights
Chapter VI - Understanding the Mid-level
- Mid-level Optimists and Pessimists
- Understanding Mid-level Sustainability Issues
- Mid-level Participation in the World of Sustainability
- Self-Reported Behaviors
- Chapter VI Summary and Key Insights
Chapter VII - Consumers' Views of Corporate Sustainability
- Characteristics Associated with Environmentally Friendly Companies
- Importance of Business Practices in Consumers' Purchasing Decisions
- Consumer Reactions to Companies with Sustainable Values
- Consumer Perceptions of Corporate Responsibility
- Companies Perceived to Be Socially Responsible
- Aided Identification of Socially Responsible Companies
- Companies Perceived to Be Environmentally Responsible
- Perception of Socially and Environmentally Responsible Companies
- Aided Perceptions: Most Socially Responsible Companies
- Aided Perceptions: Most Environmentally Responsible Companies
- Unaided Perceptions
- Results by Segment
- Chapter VII Summary and Key Insights
Chapter VIII - Intersection of Sustainability and Health And Wellness
- Sustainability Is the Foundational Layer
- Self-interest Is Where the Intersection Occurs
- Role of Quality in Sustainability
- Chapter VIII Summary and Key Insights
Chapter IX - Concluding Thoughts & Recommendations
- General Strategy
- Marketing and Communications
Appendix I - Demographics
- Gender
- Age
- Racial/Ethnic Background
- Education
- Household Income
- Children in Household
- Region
- Summary
- Significant Differences Across Gender
- Significant Differences Across Age
Appendix II - Methodology
- Quantitative Methods
- Quantitative National Survey
- Sampling Frame
- Segmenting Sustainability Consumers
- Qualitative Methods
Appendix III - The Hartman Model
LIST OF FIGURES AND TABLES
- Figure 1. Key Triggers to Sustainability Consciousness
- Figure 2. Zones of Risk Awareness
- Figure 3. The World of Sustainability
- Figure 4. Consumer Segments within the World of Sustainability
- Figure 5. Dimensions of Consumption in Sustainability
- Figure 6. Neurolinguistic Map for the World of Sustainability
- Figure 7. Phases of Adoption for Sustainability Purchasing Habits
- Figure 8. Phases of Adoption for Food and Beverage Purchase Habits
- Figure 9. Sustainability Adoption Cues by Category
- Figure 10. Assessing a High Quality of Life, the Way Things Are Now - By
Sustainability Segment
- Figure 11. Feeling that the Quality of Life Will Change for the Worse - By
Sustainability Segment
- Figure 12. Top Issues of Concern (Top 10 Most Often Selected) - By
Sustainability Segment
- Figure 13. Issues of Less Concern (11-19 Most Often Selected) - By
Sustainability Segment
- Figure 14. Food and the Environment
- Figure 15. Uncertainty Regarding Statements about Food and the Environment
- Figure 16. Familiarity with the Term “Sustainability” - By
Sustainability Segment
- Figure 17. Perception of Threats from the Environment - By Sustainability
Segment
- Figure 18. Evaluating Possible Solutions - By Sustainability Segment
- Figure 19. Do You Sometimes Select Products Because They' re Marked with a
“Green Seal” or Other Eco-Friendly Label? - By Sustainability
Segment
- Figure 20. Likelihood of Paying 10% Higher Prices for Sustainability
Products - By Interest in Environmentally Friendly Products
- Figure 21. How Often Purchasing Decisions Are Based on Concerns Over
Environment and Social Well-Being Issues
- Figure 22. Why Environmental and Social Well-Being Concerns Have No
Influence on Some Purchasing Decisions - By Sustainability Segment
- Figure 23. Why Environmental and Social Well-Being Concerns Have No
Influence on Some Purchasing Decisions - By How Often Purchasing Decisions Are
Based on Such Concerns
- Figure 24. Sustainability Activities Consumers Are Already Doing or Might
Do in the Future
- Figure 25. Sustainability Activities Consumers Are Already Doing - By
Sustainability Segment
- Figure 26. Mode of Daily Commute To/From Work - By Sustainability Segment
- Figure 27. Sustainability Products Consumers Currently Own or Might
Purchase in the Future
- Figure 28. Sustainability Products Consumers Currently Own - By
Sustainability Segment
- Figure 29. Purchasing Decisions or Voting Decisions: Which Has a Greater
Impact on Society? - By Sustainability Segment
- Figure 30. Adaptive Reactions within the World of Sustainability
- Figure 31. Perspectives on Major Problems Facing the World - By
Sustainability Segment
- Figure 32. Assessing a High Quality of Life (the Way Things Are Now) - By
Adaptive Reaction Among Mid-Level Consumers
- Figure 33. Feeling that the Quality of Life Will Change for the Worse - By
Adaptive Reaction Among Mid-Level Consumers
- Figure 34. Concerns Distinguished by Adaptive Reaction - Among Mid-Level
Consumers
- Figure 35. Concerns Distinguished by Age - Among Mid-Level Consumers
- Figure 36. The Benefits of Recycling Are Exaggerated - By Adaptive
Reaction Among Mid-Level Consumers
- Figure 37. When Concerns for the Environment and Social Responsibility Do
Not Influence Purchase Decisions - By Adaptive Reaction Among Mid-Level
Consumers
- Figure 38. Importance of Business Practices in Deciding to Buy a Company' s
Products - By Adaptive Reaction Among Mid-Level Consumers
- Figure 39. Your Purchasing Decisions or Voting Decisions: Which Have A
Greater Impact on Society? - By Adaptive Reaction Among Mid-Level Consumers
- Figure 40. Sustainability Products Consumers Currently Own - By Adaptive
Reaction Among Mid- Level Consumers
- Figure 41. Sustainability Activities Consumers Are Already Doing - By
Adaptive Reaction Among Mid-Level Consumers
- Figure 42. Characteristics Associated with Environmentally Friendly
Companies
- Figure 43. Business Practices Considered Very Important in Deciding to Buy
a Company' s Products
- Figure 44. Agreeing with the Following Statements about Buying Brands or
Products from Companies with Sustainable Values - By Sustainability Segment
- Figure 45. Absence of Write-in Answer for “Socially/Environmentally
Responsible Company” - By Sustainability Segment
- Figure 46. Companies Considered Socially Responsible - By Consumer Segment
(Aided Responses)
- Figure 47. Grocery Stores Considered the Most Socially Responsible - By
Sustainability Segment
- Figure 48. Fast Food Chains Considered the Most Socially Responsible - By
Sustainability Segment
- Figure 49. CPG Companies Considered the Most Socially Responsible - By
Sustainability Segment
- Figure 50. Companies Considered Environmentally Responsible - By Consumer
Segment (Aided Responses)
- Figure 51. Companies that Rank Higher among Periphery Consumers than among
the Core
- Figure 52. Companies Consumers Consider the Most Socially Responsible
(Aided Responses)
- Figure 53. Companies Core Consumers Consider the Most Socially Responsible
(Aided Responses)
- Figure 54. Companies Mid-level Consumers Consider the Most Socially
Responsible (Aided Responses)
- Figure 55. Companies Periphery Consumers Consider the Most Socially
Responsible (Aided Responses)
- Figure 56. Companies Consumers Consider the Most Environmentally
Responsible (Aided Responses)
- Figure 57. Companies Core Consumers Consider the Most Environmentally
Responsible (Aided Responses)
- Figure 58. Companies Mid-level Consumers Consider the Most Environmentally
Responsible (Aided Responses)
- Figure 59. Companies Periphery Consumers Consider the Most Environmentally
Responsible (Aided Responses)
- Figure 60. Companies Most Often Cited as Being Socially and/or
Environmentally Responsible Consumers in the World of Sustainability (Unaided
Responses)
- Figure 61. Companies Most Often Cited as Being Socially and/or
Environmentally Responsible Core Consumers (Unaided Responses)
- Figure 62. Companies Most Often Cited as Being Socially and/or
Environmentally Responsible Mid-level Consumers (Unaided Responses)
- Figure 63. Companies Most Often Cited as Being Socially and/or
Environmentally Responsible Periphery Consumers (Unaided Responses)
- Figure 64. Sustainability Segment - By Gender
- Figure 65. Age - By Sustainability Segment
- Figure 66. Racial/Ethnic Background - By Sustainability Segment
- Figure 67. Education - By Sustainability Segment
- Figure 68. Household Income - By Sustainability Segment
- Figure 69. Children in Household - By Sustainability Segment
- Figure 70. Region of Residence - By Sustainability Segment
- Figure 71. Selection Criteria for Segmentation within the World of
Sustainability
- Figure 72. Field Locations of Qualitative Research
