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Sustainability: Understanding the Consumer Perspective
Hartman Group, The, April 2007, Pages: 150
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 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 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.
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