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2019 STATE OF SUSTAINABILITY IN AMERICA: 17th Annual Consumer Insights & Trends Report

発行 Natural Marketing Institute 商品コード 345385
出版日 ページ情報 英文 132 Pages
納期: 即日から翌営業日
本日の銀行送金レート: 1USD=108.31円で換算しております。
米国における持続可能性の状況:動向と機会 2019 STATE OF SUSTAINABILITY IN AMERICA: 17th Annual Consumer Insights & Trends Report
出版日: 2019年09月17日 ページ情報: 英文 132 Pages






  • サマリー
  • ブランドアピールに対する持続可能性の影響
  • 人口におけるグリーンの影
  • 持続可能性セグメントの概要
  • 初期採用曲線
  • LOHAS製品ライフサイクルが主流の行動を促進
  • 主流の意識と行動の成長
  • 製品決定に対する持続可能性の影響
  • LOHASセグメントがバーを設定
  • 世代別セグメント構成
  • グリーン市場におけるミレニアル世代の影響
  • ミレニアル世代と協調

持続可能性の投資利益率 (ROI) の評価

  • 持続可能なアクションは「必需品」
  • 企業エンゲージメントの促進要因
  • さらなる企業エンゲージメントの促進要因
  • 持続可能性に対する消費者の理解
  • 人、地球、利益
  • 持続可能なタッチポイント:社会、コミュニティ、環境
  • 持続可能性の経済要素
  • 持続可能性がトライアル、品質認知を促進
  • ブランドイメージがイニシアチブを示す
  • 企業活動を調整
  • ブランド価値と持続可能性の関係
  • 持続可能性に対する世界の懸念
  • 持続可能性で主導するのは
  • 企業のイニシアチブから学ぶこと
  • LOHASセグメントが企業のイニシアチブから学ぶ方法
  • 持続可能なメッセージを確認
  • 購入意思に対する「大義支援」の影響
  • 購入意思に対する社会計画の影響
  • 企業キャンペーンの意識レベル
  • 消費者が求める企業の持続可能性の証拠
  • 良好な企業市民の評価
  • 持続可能なイニシアチブがROIを促進



  • 持続可能性は権力を保持
  • 持続可能なライフスタイルの重要性
  • 環境保護に対する個人の責任
  • 社会的・政治的な問題
  • 環境問題
  • 地球温暖化に関する問題
  • 環境保護に対する情報要求
  • 環境条件の意識の増加
  • 個人の環境影響に関する不確実性
  • 節約、再利用、持続可能な生活への意識
  • 内省と慈善活動
  • 持続可能な行動
  • 再利用可能な食料品バッグの使用
  • 燃料の節約やごみを減らす行動
  • 環境に優しい物質
  • 包装に関する消費者の認知
  • リサイクル行動
  • リサイクルとエネルギー節約行動
  • 環境に優しく
  • より環境への責任を


  • 環境に優しい製品の初期採用レベル
  • 持続可能な選択における成長
  • 持続可能な製品の購入に対する選好
  • 環境に優しい製品との引き換え
  • 価格、品質、利便性との引き換え
  • 環境に優しい製品を使用する障壁
  • グリーンラベル (エコ表示) に関する懐疑論
  • グリーンラベルの価値
  • グリーン認証の意識と理解
  • グリーンシールと認証の影響
  • 製品のグリーン化への関心、など


  • 天然の家庭用洗浄製品の購入
  • 洗浄/ランドリー製品における化学物質の影響
  • HH洗浄製品の重要性の意識
  • HH洗浄製品の意識の成長
  • ランドリー製品の意識の重要性、など


  • 健康な体と環境との関係
  • 地球を健康に保つ意識
  • 健康を維持する方法
  • 環境的な製品の健全性の認識
  • 農薬、化学物質、GMOの影響、など


  • ショッピングの概念の変化
  • 価値と一致する店で買い物をしたい
  • 購入に対する家族・友人の影響
  • ピアネットワークの利用
  • 環境に優しい製品購入のインフルエンサー、など

132 pages of current consumer insights with data and analysis, including charts, graphs, illustrations!

Introduction Summary

17 Years of Sustainability Marketplace Insights

This report is the seventeenth annual U.S. report NMI has published on the state of the sustainability market. This research uncovers insights into how today's consumer integrates eco-friendliness into their daily life and reveals their motivations and the challenges they encounter in their pursuit to become increasingly aligned with a more sustainable lifestyle.

The report is full of insights, data, and analysis to help you better understand the ever-evolving world of environmentally-friendly, sustainable, socially conscious, and healthy products and services. In fact, 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.

This Report Provides A Comprehensive Overview Of Where The Current Sustainable Marketplace Stands, In Addition To...

  • The return on investment of companies' sustainability initiatives
  • How segments within society view sustainability differently and what motivates this differentiation
  • Consumer insights regarding the health of the planet and what issues resonate most
  • Consumer alignment with sustainable food benefits
  • The impact of Millennials
  • New ways to reach and impact the new breed of ethical consumers
  • And much more

Our Report profiles Consumer Trends Tracking on Sustainability


  • While many companies may find sustainable initiatives such as saving energy and reducing waste as financially beneficial, companies that are embracing sustainability as a holistic means of doing business are reaping even wider benefits among an increasingly environmental and socially conscious population.


  • Mainstream consumers are steadily adopting stronger environmental and sustainable ideals which are affecting not only how they view brands but how they use their buying dollars to make their beliefs known.


  • Concern is prevalent regarding the state of the world and the country today and while we all are accountable for our actions, consumers look to places of authority such as governments and corporations to be doing their part to “right the ship.”


  • Consumers are clearly showing more sophistication within the realm of sustainability - with greater understanding of its breadth, depth, and implications, they pick the elements that mean the most to them.


  • Millennials are important to understand not only due to their size, but because they are causing subtle adjustments in the way today's business environment needs to function.


  • Access to information and technology has created a highly discerning and sophisticated consumer. No longer satisfied with claims made by a manufacturer or service provider, skeptical consumers are now demanding impartial proof and third party verification.


  • NMI research has shown that those who value protecting the environment are also far more likely to exercise, be a healthy weight and eat healthy or organic foods. The deepening of this linkage over time has fueled an entire industry of products and services.


  • There is a broad shift under way at major U.S. corporations to reduce waste. The sourcing and ‘end life' of packaging will become significantly more relevant as the product life cycle and waste impact are becoming a stronger part of consumers' purchase decisions.


  • With images of “plastic islands” growing in the oceans and plastic products destroying wildlife, it's not surprising that consumer perception regarding plastic products has been declining while also re-shaping behavior over the past several years.


  • Specific consumer segments in the population exhibit various shades of green that are led by the “greenest” segment, the LOHAS segment, who is integral in driving sustainability to the mainstream. LOHAS consumers are the gatekeepers and stewards of sustainable ideals.

Table of Contents

U.S. Sustainability Consumer Trends Database Overview

Definitions of Groups


Overview: Trends in Sustainability

NMI's Sustainability Segmentation

  • Sustainability Segmentation Overview
  • Sustainability Segmentation Model Methodology
  • Five Distinct Sustainability Segments
  • Segment Composition Trended
  • LOHAS Consumer as Environmental Steward
  • Sustainability Process Explained
  • Sustainable Mainstream Overview
  • LOHAS Leaders and Followers
  • Early Adoption Across Leaders and Followers
  • Environmental Concerns among Leaders and Followers
  • Environmental Actions among Leaders and Followers
  • Investigation of Companies' Environmental Legitimacy
  • Attitudes Toward Purchasing E-Friendly Products
  • Willingness to Pay a Premium for E-Friendly Products
  • The LOHAS Consumer Profile
  • The NATURALITES Consumer Profile
  • The DRIFTERS Consumer Profile
  • The CONVENTIONALS Consumer Profile
  • The UNCONCERNEDS Consumer Profile
  • LOHAS Geographic Distribution
  • Demographic Summary Across Segments

Consumer Engagement

  • Consumers Engagement Overview
  • Self Perception of Personal 'Greenness'
  • Self Perception of Being Informed on Living 'Green'
  • Influencer Role on Benefits of Buying 'Green'
  • Personal Responsibility for Environmental Protection
  • Growth of Environmental Concerns
  • Growth of Social Concerns
  • Concern for Local over Global Issues
  • Consumer Attitudes Toward Level of E-Engagement
  • Role of Peer Pressure in E-Engagement
  • Connection of Planetary and Personal Health

Planetary Health

  • Planetary Health Overview
  • Concern for Global Warming
  • Minimizing Personal Impact on Global Warming Across Generations
  • Minimizing Personal Impact on Global Warming Across Segments
  • Concern about Water Issues
  • Interest in Companies' Water Reduction Policies
  • Concern for Chemicals in Agriculture
  • Concern for a Range of Environmental Issues
  • Impact of Certifications on Purchase
  • Concern about Product Packaging
  • Interest in Companies' Packaging Reduction Policies
  • Use of Personal Shopping Bags vs. Plastic Bags
  • Recycling Frequency and E-Friendly Ratings of Materials
  • Visible Environmental Issues vs. Non-Visible
  • Trust in the Environmental Protection Agency

Consumer Packaged Goods Usage

  • Consumer Packaged Goods Overview
  • Purchase Decisions Based on Impact on Sustainability
  • Early Adoption of E-Friendly Products
  • Sustainably-Based Product Choice
  • Interest in Purchasing E-Friendly Versions of Product Categories
  • Interest in E-Friendly Versions Across Generations
  • Skepticism Regarding Environmental Products
  • Suppression of 'Green' Attitudes Across Skeptical Consumers
  • Seeking Proof of Companies E-Friendly Claims Trended
  • Quality, Convenience and Price of E-Friendly Purchase
  • Price Sensitivity Among Category Purchasers
  • Willingness to Pay a Premium Among Category Purchasers
  • Willingness to Pay a Premium Among Demographic Groups
  • Interest in Purchase Natural Versions of Product Categories
  • Preference for Natural or Organic over Conventional
  • Use of Conventional, Natural and Organic Categories
  • Concern about Chemicals in Consumer Products
  • Importance Ratings of Household Cleaning Product Attributes
  • Importance Ratings of Personal Care Product Attributes
  • Growth in Importance of HH Cleaning and PC Product Attributes
  • Barriers to E-Friendly Product Use

Sustainable Food & Beverage

  • Sustainable Foods and Beverages Overview
  • Trended Desire for Sustainable Foods
  • U.S. vs. Global Food Product Launches with Ethical/Environmental Claims
  • Global Food Product Launches with Ethical/Environmental Claims
  • U.S Food Product Launches with Types of Ethical Claims
  • Importance Ratings of Food/Beverage Product Attributes
  • Use of Organic and Natural Foods Trended
  • Trended Attitudes Toward Organic Foods/Beverages
  • Use of Sustainable Types of Foods
  • Mainstreaming of Plant-Based Options
  • Best Sources of Protein
  • Positive Attitudes Toward Meat Products
  • Reduction in Meat Consumption
  • Use of Healthy Food Products Among 'Meat Reducers'
  • Reasons for Meat Reduction by Generation
  • Meat Reduction for Environmental and Humane Reasons
  • Growing Importance of Humane Animal Treatment
  • Use of Protein Types
  • Use of Plant-Based Over Meat-Based Protein
  • Positive Attitudes Toward Plant-Based Protein
  • Levels of Vegetarian Engagement

Corporate Responsibility & Action

  • Corporate Action Overview
  • Importance of a Company's Sustainable Platform Trended
  • Impact of a Company's Sustainability Initiatives on Purchase
  • Impact of Cause Marketing
  • Interest in a Company's Social and Environmental Initiatives
  • Interest in a Company's Initiatives Among Leading Edge Gen Z
  • Trust in Specific Groups to Protect the Environment
  • Skepticism of Companies' Environmental Initiatives
  • Certifications As Validation of a Company's E-Initiatives
  • Confusion Regarding 'Green' Certifications
  • Influencers of Sustainable Product Purchase
  • Concern about Socially Responsible Business
  • Drivers of Implementation of Sustainability Initiatives

Impact of Millennials

  • Impact of Millennials Overview
  • Size and Importance of Millennials
  • Millennial Spending Across Categories
  • Importance of Sustainability on Product Purchase Across Generations
  • Millennials' Early Adopting and Influencing Behaviors
  • Impact of a Company's Sustainability Initiatives Among Millennials
  • Growth in Millennials' Sustainable Purchasing
  • Drivers of Millennials' E-Friendly Purchases
  • Impact of Technology/Social Media Influencers
  • Millennial Health Issues
  • Quality of Life Perceptions Based on Previous Generations' Irresponsibility