The Hartman Report on Sustainability: Understanding the Consumer Perspective
Published by
Hartman Group, Inc.
Published
2007/04
Content info
150 pages with over 60 figures
Product code
HG64139
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From US $ 5000
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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
Getting to Work
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
Ethnography
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
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