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市場調査レポート - 235257

米国の消費者の持続可能的な傾向の分析

A Look at Key Sustainability Trends in the U.S.

発行 Natural Marketing Institute
出版日 ページ情報 英文 125 Pages
価格
米国の消費者の持続可能的な傾向の分析 A Look at Key Sustainability Trends in the U.S.
出版日: 2012年02月29日 ページ情報: 英文 125 Pages
概要

当レポートでは、米国における消費者の環境保護的・持続可能的な意識・行動について分析し、消費者を複数の階層(LOHAS(ロハス)層、自然志向層(NATURALITES)、流動層(DRIFTERS)、慣習層(CONVENTIONALS)、無関心層(UNCONSERNED))に分けた上で、その意識・生活態度・購入行動や、近年の不況などの影響を調査・考察して、その結果を概略以下の構成でお届けします。

イントロダクション

LOHAS(ロハス)の手法と消費者の分類

  • 社会的・環境的トピック:NMIのLOHAS Consumer Trends Database®(以下LCTD)より
  • NMIによるLOHASの区分
  • LOHAS層による主流への影響
  • LOHAS層が、他の層の将来の行動を予見している
  • 流動層による、市場主流での環境保護的行動の促進(家庭での省エネの事例)
  • 自然志向層と流動層による、グリーン製品需要の促進  など

「健康で持続可能的な生活態度」の傾向

  • 「環境保護的なライフスタイル」に関する認識
  • 個人的健康
  • 地球環境
  • 包装の問題
  • 「環境に対する無関心」の程度
  • 持続可能的な農業  など

消費者の「持続可能的な」行動

  • GP(環境保護的な購入者)の、過去・現在・未来の「環境への関わり」の認識
  • 素材によるリサイクル傾向の違い
  • 家庭での省エネ活動  など

製品購入パターン

  • 製品のライフサイクル
  • 環境保護的な一般消費財(CPG)に対する関心
  • 「天然」「有機」の用語に対する認識
  • 有機食品・野菜の売上は安定的か微増となっている
  • 環境保護的なパーソナルケア用品・家庭用品
  • 代替的な自動車保有方法
  • 再生可能エネルギー電力の最大の利点  など

CSR(企業の社会的責任)に関する消費者の態度と行動

  • 価値観に立脚した選択/コーズマーケティング
  • CSRキャンペーンの購入意図・影響力・価格への効果
  • CSRに関する認識のついたブランドは、部門ごとに異なる  など

持続可能性に関する5つの主な質問

  • LOHAS市場に対する景気後退の影響は?
  • 我々はすべてより環境保護的になっているか?我々全員が、一日でLOHASな消費者になるのか?
  • どの人口層が、LOHAS市場で最も重要となるのか?
  • 製品と企業運営のどちらを、より環境保護的にすればいいのか?
  • 消費者に提供する適切な情報量とは?

主な傾向の概略

付録

  • 人口構成プロファイル:LCTDによる区分
目次

Abstract

Summary

It has been 11 years since NMI first generated insight into the LOHAS (Lifestyles Of Health And Sustainability) market and quantitatively developed its leading-edge general population segmentation model. During that time, the market has shifted from one of denying that sustainability is an important market force to vigorously embracing it, and from a "boom" economy to one that is significantly more cautious.

At the start of the Recession, some were concerned that it would distract the corporate world's attention to sustainability. Clearly the Recession has made a mark on sustainability, as it has on every other aspect of the economy. However, while we are living in a more austere era, as a society we still do care deeply about our health, the future of our communities, social issues, and the world around us - and most strive to make the planet a better place to live, both for today and future generations. In fact, consumers around the world have a good deal of optimism and hope regarding health and sustainability, and that is evident throughout this groundbreaking research - now conducted in 23 countries.

Throughout this report on the American consumer, you will find many interesting trends - some up, some down - and many interesting comparisons across consumer groups and product categories. For example:

  • Consumers are clearly showing more sophistication within the realm of sustainability - with greater understanding of its breadth, depth, and implications, and they pick the elements that mean the most to them.
  • Sustainability-related benefits are showing growth in a number of categories across the consumer landscape. Their growth is due in part to the fact that many products and services now come with fewer and fewer trade-offs, and consumers continue to gravitate toward brands that help them live healthfully and sustainably.
  • More and more consumers are engaging in green behaviors, whether that's recycling, driving less, voting with their dollars, or any of dozens of other behaviors consumers may engage in to lighten their environmental footprint.

As the market matures, NMI expects to find more consumers finding ways to incorporate sustainable products and behaviors into their lives. And, the more effort that is invested in facilitating this behavior by organizations of all types, the faster this behavior will increase. In the end, eighty percent of all Americans are eager to safeguard the future of their health and that of the environment and society around them.

Table of Contents

Introduction

LOHAS Methodology & Consumer Segmentation

  • Social & Environmental Topics - NMI's LOHAS Consumer Trends DatabaseR
  • The LOHAS Database Summary Content & Scope
  • Segmentation Methodology
  • NMI's LOHAS Segmentation
  • DRIFTERS, CONVENTIONALS Show Growth
  • How LOHAS Influences the Mainstream
  • Diminishing Concentration of LOHAS Consumers
  • LOHAS are Predictors of Other Segments' Future Behavior
  • DRIFTERS' Driving Mainstream Green Behavior (Home Energy Conservation Examples)
  • NATURALITES and DRIFTERS Driving Growth in Demand for Green Products
  • LOHAS and NATURALITES Share Many Environmental Viewpoints
  • DRIFTERS Share an Array of Environmental Perspectives with Other Segments

Trends in Healthy & Sustainable Attitudes

  • Environmental Talk is Here to Stay, But Fewer Feel Informed about Green Lifestyle (Even LOHAS)
  • Perceptions of Environmentally Friendly, Green Lifestyle
  • LOHAS and NATURALITES More Likely than GP to Care about Appearance, Physical Health, Weight
  • Exercise Increases with Healthier Mindset
  • Key Insights: Personal Health
  • The Connection between Personal & Planetary Health
  • Recognition of Impacts
  • Key Insights: Planetary Health
  • While Few Except LOHAS Teach, Sustainable Products Are More Widely Preferred
  • Factors Driving Purchase: Rethinking "Need"
  • Over-Packaging Still Recognized by Many in GP although Impact on Purchase Declining
  • Key Insights: Packaging
  • Environmentally-Smart Packaging Is Important to Majority: Many Dimensions/Options Exist
  • The Economy Continues to Matter...But Sensitivity Has Been Stable for Four Years
  • Degrees of Green Apathy
  • Green Apathy
  • Stark Contrast in Values between LOHAS Consumers and Other Segments
  • GP Holds Strong Attitudes about Renewable Energy
  • Key Insights: Sustainable Agriculture

Consumers' Sustainable Behaviors

  • Perceived Current, Past & Future Eco-Involvement Among GP
  • Recycling Varies by Material
  • Reported Recycling Grows - with LOHAS, DRIFTERS, and CONVENTIONALS Leading the Way
  • Environmental Activities Performed on Regular Basis
  • Consumption of Bottled Water Remains Flat after '09; Reasons for Decline in Use Subsiding
  • Taking Your Own Bag and CSR-influenced Purchasing Are Becoming More Routine
  • Materials Recycling Prominent among LOHAS, CONVENTIONALS & DRIFTERS
  • Household Energy Conservation Activities
  • Environmental Outreach
  • Information Seeking Behavior
  • Recognition of Seals
  • Channel Shopping
  • Trends in Shopping Locally

Product Purchase Patterns

  • Green Product Adoption Among GP and by Segment
  • Lifecycle Product Concerns by CPG Category
  • Lifecycle Concerns Vary by Product Category
  • Key Insights: Product Lifecycle
  • Interest in Green Consumer Packaged Goods
  • Purchase of These Green Products Exceeds or Equals Current Level of Interest
  • Interest in These Green Products Exceeds Purchase
  • Value Drives Willingness to Pay Premium Price
  • Non-LOHAS Consumers Lukewarm on Association between Eco-friendliness and Higher Quality
  • Expense and Efficacy Growing Barriers to Green Use; Education Improving However
  • Mainstream Consumers Drive the Eco-Marketplace
  • LOHAS Not Only Buyers of Green Products
  • Perceptions of Terms Natural and Organic
  • Fewer Organic Users Recognize Term "No Synthetic Pesticides" as an Organic Hallmark
  • LOHAS Likelier to Abandon Brand Based on Ingredients
  • Men More Skeptical about Green Product Labels,
  • But More Familiar with Green Terminology
  • Organic Food and Beverage Purchases Stable or Increasing Modestly
  • "Whole Grain" Tops List of Food and Beverage Purchases
  • Food/Beverage Characteristics and Generational Buying Patterns
  • Expense of Organic Tops List of Concerns; LOHAS Have Fewer Concerns, but Half Still Need Education
  • LOHAS Most Likely to be Vegetarian or Vegan
  • Drivers to Food/Beverages Remain Steady
  • Correspondence Analysis of Product Attributes and Segments
  • Purchase Drivers for Household Cleaning Products Among GP
  • Green Personal Care Purchase Drivers among Top
  • Green Household Product Market Penetration - Tier 1
  • Green Product GP Market Penetration - Tier 2 (10-18%)
  • Consumers' Paper Goods Product Criteria
  • Alternative Vehicle Ownership
  • Green Home Improvement Products - More Than 2/3 GP Purchased in Past 3 Years
  • Most Important Benefits of Renewable Power

Attitudes & Behavior Related to CSR

  • Value Based Choices: Stable Over Time
  • Key Insights: Value-Based Choices/Cause Marketing
  • Consumers Seek Greater Environmental Leadership from Corporations
  • U.S. Government and Corporations Show the Largest Gaps for Protecting the Environment
  • Areas Consumers Want Companies to Address - People Win
  • CSR Campaigns Pay Off in Purchase Intent, Influence, and Even Price
  • Consumers Want Tangible Proof of Sustainability Efforts, Especially the Environmental Gatekeepers
  • Efficacy of CSR Campaigns is Waning...Yet Stable for the Past Three Years
  • LOHAS Have Changed Their Attitude About a Company Being Green that Doesn't Use Eco-Friendly Materials
  • Cause Marketing Has Receptive Audience
  • CSR-recognized Brands Can Vary by Segment
  • Demographic Profiles: LCTD Segments

Five Top Sustainability Questions

  • 1.What Effect Has the Recession Had on the LOHAS Markeplace?
    • Point: Green is as Strong As Ever
    • Counterpoint: The Recession Has Taken a Toll
  • 2.Are We All Getting Greener? Are We All Going to be LOHAS Consumers One Day?
    • Point: We are All Getting Greener
    • Counterpoint: We Will Never All be LOHAS
  • 3.Which Demographic is the Most Important to the LOHAS Marketplace?
    • Point: Baby Boomers Represent the Strongest Opportunity
    • Counterpoint: Gen Y Not Doing as Much as Other Generations to Protect the Environment
  • 4.Should You Focus on Greening Your Products or Greening Your Operations?
    • Point: Need to Green Your Products
    • Counterpoint: Need to Focus on Operations
  • 5.How do You Balance Providing Information to Your Consumers vs. Information Overload?
    • Point: Consumers are Confused and Need to Know the Facts
    • Counterpoint: Need to Keep it Simple (Stupid)

Need to Balance and Evaluate Options

Key Trends Synopsis

  • Key Trends: Significantly More Consumers....
  • Key Trends: Significantly Less Consumers....

Appendix

  • Demographic Profiles: LCTD Segments
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