Table of Contents
- Issues in the MarketKey themes
- Definition
- Abbreviations
- Market in Brief
- Three decision stages leading to...
- ...five shades of green
- Figure 1: Shades of Green consumer (percentage of consumers), October
2008
- But could recession change all that?
- Packaging is most important when shopping green
- Green inflation and going beyond the product
- Internal Market Environment
- Key points
- Green issues shape green shopping...
- Figure 2: Importance attached to ethical and environmental issues when
shopping, 2007
- ...but mainly influence low-cost behaviours
- Figure 3: Trends for environmental statements, 2003-07
- The media set the agenda
- Consumers sceptical that retailers will do the right thing
- Figure 4: Consumer environmental and ethical trust in retailers, 2007
- Green inflation: Green as a USP
- Broader Market Environment
- Key points
- Can green survive the recession?
- Figure 5: Percentage change in GDP, at 2008 prices, 2003-13
- Figure 6: Concerns of the British population, 2008 and 2009
- Will recession lead to a permanent change in buying?
- More affluent greens
- Figure 7: Percentage change in adult population, by socio-economic
group, 2003-08 and 2008-13
- More ' greenagers' in the future
- Figure 8: UK population trends, by age, 2003-13
- Impact of schooling on environmental attitudes
- Climate Change Bill
- Waste management strategy and households
- Figure 9: Household recycling and recovery rates, 2000/01-2007/08
- WRAP
- Green labels and claims
- Market Context
- Key points
- Green is an aspirational market
- Figure 10: Environmental factors taken into account when buying food,
July 2008
- Aspirational markets growing
- Figure 11: UK retail value sales of ' aspirational' foods, 2003-08
- Consumer confusion
- Figure 12: Ethical motivation when shopping, 2007
- Welfare and provenance assume greater importance
- Figure 13: Trends in ethical motivation when shopping, 2003-07
- Figure 14: Ethical motivation when shopping, by key age and
socio-economic groups, 2007
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Companies and Products
- Key points
- Co-ordinated manufacturer action
- Figure 18: Examples of food companies undertaking green actions, 2007-09
- How do retailers' strategies compare?
- Figure 19: Summary of the main retailers' green plans, 2009
- Marks & Spencer: Sticking to plan A
- Plan A benefits
- Eco stores
- Zero-emission distribution
- Less waste and WRAP symbols
- Tesco: Carbon, waste and sustainability
- Tesco launches its own carbon label
- Greener stores and distribution
- Reducing waste and packaging
- Sainsbury' s: Active on many fronts
- Sainsbury' s ' greenest' store?
- Morrisons: Going green but not shouting about it
- Morrisons also has the greenest store
- Asda takes up recycling baton
- Energy
- Waitrose: CSR r US
- Reducing its carbon footprint
- Packaging, waste and recycling
- The Co-op: The membership backs green initiatives
- Waste and packaging
- Co-ordinated retailer action: BRC leads the way
- Co-ordinated retailer action: makes commercial sense?
- Brand Communication and Promotion
- Key points
- Bags and lightbulbs lead the media offensive
- Figure 20: Main monitored media advertising expenditure by retailers on
' green' initatives, 2005-08
- Figure 21: Example of a Sainsbury' s carrier bag advertisement in the
press, March 2008
- Figure 22: Main monitored media advertising expenditure by retailers on
organic, fairtrade, and freedom foods, 2005-08
- Beware of ' greenwash'
- Low-key norm
- Figure 23: Examples of retailers' ' green' , organic and fairtrade
advertisements, 2008
- The Consumer -- Helping the Environment
- Key points
- Lifestyle changes are easier than purchasing changes
- Figure 24: Things done to help the environment in the last 12 months,
October 2008
- The Buyers vs the Triers
- Figure 25: Types of green consumer, by environmental action taken in the
last 12 months, October 2008
- Figure 26: Environmental action taken in the last 12 months, by green
consumer groups, October 2008
- Less affluent try and the affluent buy
- Figure 27: The ratio of Dark Greens (Buyers) to Light Greens (Triers),
by age, socio-economic group and region, October 2008
- Waitrose and the Co-op catering for the Buyer
- Figure 28: The ratio of Dark Greens (Buyers) to Light Greens (Triers),
by supermarket usage, October 2008
- Are Buyers looking for redemption?
- Figure 29: Attitudes towards the environment, by green consumer groups,
October 2008
- Appendix
- Advertising data
- Appendix -- Internal Market Environment: Detailed Demographics
- Figure 40: Trends for environmental statements, by detailed
demographics, 2007
- Appendix -- Competitive Context: Detailed Demographics
- Figure 41: Ethical motivation when shopping and lifestyle statements, by
detailed demographics, 2007
- Figure 42: Ethical motivation when shopping and lifestyle statements, by
detailed demographics (continued), 2007
- Figure 43: Factors taken into account when buying food, by detailed
demographics, July 2008
- Figure 44: Agreement with statements about organic foods, by detailed
demographics, July 2008
- Appendix -- The Consumer -- Helping the Environment: Detailed Demographics
- Figure 45: Things done to help the environement in the last 12 months,
by detailed demographics, October 2008
- Figure 46: Things done to help the environement in the last 12 months,
by detailed demographics (continued), October 2008
- Figure 47: Things done to help the environement in the last 12 months,
by detailed demographics (continued), October 2008
- Figure 48: Detailed demographics of Dark Greens (Triers), Light Greens
(Buyers) and Non-Greens, October 2008
- Figure 49: Attitudes towards the environment, by detailed demographics,
October 2008
- Figure 50: Attitudes towards the environment, by detailed demographics
(continued), October 2008
- Figure 51: Attitudes towards the environment, by detailed demographics
(continued), October 2008
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