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Sustainability: The Rise of Consumer Responsibility
Hartman Group, The, Jan 2009, Pages: 225
Since 1989, this company has been painting the evolving picture of the American consumer and providing data, findings and counsel to companies on consumer habits, adoption pathways and aspirations in the environmental products arena.
Sustainability: The Rise of Consumer Responsibility goes beyond today’s “green” hype and compiles the most comprehensive, immersive information and implications for understanding the consumer side of the complex issue of sustainability. It describes consumers’ familiarity with sustainability, as a term, and way of life, and how the myriad of attitudes and behaviours across economic, social, corporate and environmental responsibility is reflected in their consumption patterns. It sheds light on the increasing desire among consumers to live more responsibly.
This report examines where the consumer definition of sustainability currently is at and offers insight into the negative outlook consumers have for the economy and the positive outcome they feel will result by making sustainable purchase decisions.
Sustainability: The Rise of Responsibility provides a detailed analysis of several key product and channel categories. The analyses indicate that many consumers do not know which products or companies are truly sustainable. The report highlights key findings that reinforce the trend in “responsible purchasing” including, the number of consumers who believe their purchase decisions matter as much as their votes, how many consumers participate in sustainable behaviours and consider environment and social aspects at times in making purchase decisions, and those consumers willing to pay a premium for sustainable goods despite the economic downturn.
In addition to consumer perceptions and product and channel analysis, Sustainability: The Rise of Consumer Responsibility provides guidance for creating marketing and communications messages that resonate with consumers, which also serve as guardrails for helping companies to avoid perceptions of green-washing.
Methodology: The quantitative findings in this report are based on the results of an online survey in September 2008, with a nationally representative sample of 1,856 US consumers. Qualitative findings are based on more than 100 hours of ethnographic interviews including one-on-one conversations at an individual’s home or at a specific retail setting, as well as group interviews also at consumers’ homes. In addition to interviews, our ethnography used a combination of data collection practices including social network parties, “shop and talk” tours, homework, product sets and advertisement immersion. Field locations: Seattle, Dallas and Columbus.
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