The LOHAS Report: Consumers & Sustainability - A Focus on Foods & Beverages

Table of Contents

Chapter 1: Introduction & Background

• Background & Methodology
• Methodological Notes
• Introduction to the 2008 Study
• Key LOHAS Insights
• 1-Reduce, Reuse, Recycle Incorporated
• 2-Practical Green
• 3-20/80 Becomes 80/20 1
• 4-LOHAS 360o
• Explanation of the LOHAS Segmentation Model
• LOHAS Leaders and Followers
• Change in Segment Sizes Between 2005 & 2008
• LOHAS Consumer Snapshot-Attitudes & Behaviors
• LOHAS Consumer Snapshot-Demographics
• NATURALITES Snapshot-Attitudes & Behaviors
• NATURALITES Snapshot-Demographics
• DRIFTERS Snapshot-Attitudes & Behaviors
• DRIFTERS Snapshot-Demographics
• CONVENTIONALS Snapshot-Attitudes & Behaviors
• CONVENTIONALS Snapshot-Demographics
• UNCONCERNEDS Snapshot-Attitudes & Behaviors
• UNCONCERNEDS Snapshot-Demographics
• What' s New: Biggest Changes in Product Drivers
• What' s New: Biggest Changes in Product Consumption
• Product Introductions With Ethical Claims In the Past Year
• What' s New: Biggest Changes in Behaviors
• What' s New: Biggest Changes in Attitudes
• A Global Perspective on LOHAS Consumers
• A Multicultural Look at the LOHAS Segmentation Model
• A Generational Look at the LOHAS Segmentation Model
• An Educational Look at the LOHAS Segmentation Model

Chapter 2: Grounding LOHAS Awareness & Key Characteristics

• Awareness of LOHAS-Related Terminology
• Trends in Consumer Understanding of the Term "Sustainability"
• Concerns about Environmental Issues
• A Focus on Global Warming: Awareness, Concern, and Action
• Carbon Footprint/Offset
• A Focus on Global Warming: Corporate Action
• Generational Analysis of Global Warming
• Attitudes Toward Social Issues
• Attitudes Toward Health and Wellness
• Branding & Loyalty Among User Groups
• LOHAS as Early Adopters
• Level of Influence on Others
• Trends in Price Sensitivity
• Paying for Sustainability
• Environmental Apathy
• Consuming Less: Is it Possible?

Chapter 3: Sources of Information

• Media Watch - Influencing LOHAS
• Importance of Validation of Green Claims
• Trended Awareness of Seals
• Comparison of Government, Non-Profit, and Corporate Seals
• Seal/Certification Recognition versus Introductory Date
• Purchase Impact of Most Recognized Seals
• LOHAS Recognition of Seals
• The Effect of Social Networks on Sustainability
• Media' s Role in Communicating About the Environment
• The Role of Self-Discovery
• Key LOHAS Publications
• Other Media Sources
• Internet Usage
• The Impact of the Internet
• Specific Internet Site Patterns
• Sustainability on Blogs
• Summary Sources of Influence

Chapter 4: LOHAS Lifestyles

• Personal Involvement in Environmental Protection
• Trends in Consumer Actions to Protect the Environment
• Conservation Activities By Generation
• Segments' Environmentally - Conscious Behavior
• Where is "Away?" How Consumers Dispose of Unwanted Items
• Detailed Recycling Behavior
• Recycling by Generation
• Magazine and Newspaper Recycling Among User Groups
• Organizational Memberships
• Charitable Donation Patterns
• The Role of Religion and Spirituality
• Hobbies and Interests
• LOHAS Consumers are Not Healthy Across All Behaviors
• Premium Green/Eco-Luxury Attitudes
• New Kids on the Block - New Players in the LOHAS Consumer Marketplace
• LOHAS Concentration of Key Brands

Chapter 5: Views of Corporate Responsibility

• Importance of Corporate Citizenship
• Importance of Corporate Citizenship among User Groups
• Power to the People
• Importance of Specific Types of Corporate Social Responsibility
• Changes in Importance of Specific Types of Corporate Social Responsibility
• Comparison of CSR Behavior to Consumer Demand
• General Population Interest in Types of CSR
• Behavioral Effects of CSR
• Is the Devil in the Details?
• Trust in CSR: Fact or Fiction?
• How Green is Green Enough?
• Among User Groups, How Green is Green Enough?
• Whose Endorsement Counts?
• Recall of Corporate Sustainability Campaigns (Top 10)
• Recall of Corporate Sustainability Campaigns among LOHAS
• Communicating CSR: Consumer Preferences

Chapter 6: LOHAS Consumer Behavior

• Importance of Products' Environmental Impact
• Trends in the Importance of Products' Impact
• Interest in Green Products
• Eagerness for Green and the Market Opportunity
• Usage of LOHAS Fast-Moving Consumer Goods
• SunChips' Focus on Sustainability
• Trends in LOHAS Fast-Moving Consumer Goods
• Changes in Bottled Water Consumption
• Trends in Bottled Water Usage
• How Consumers Mitigate Bottled Water Use
• Perceived Environmental Friendliness of Packaging
• Trading Off Recyclability and Biobased Containers
• Attitudes Toward Product Packaging
• Usage of LOHAS Durable Products
• Trends in Usage of LOHAS Durable Products
• Durable Goods Concerns: Electronics
• Usage of LOHAS Services
• LOHAS Product Adoption
• Usage of Alternative Healthcare
• Barriers to Buying Environmentally-Friendly Products
• The Role of Government & Private Sector Incentives
• LOHAS Consumers-Retailer Shopping Patterns
• LOHAS Consumers-Secondary Retailers
• Brand Consumption by Channel
• Channel Shopping Patterns by Segment
• Segments Shop Differently
• Trends in LOHAS Shopping Patterns
• Role of the Internet in Selling LOHAS Products

Chapter 7: A Focus on Foods & Beverages

• Importance of and Interest in Environmentally-Friendly Foods/Beverages
• Usage of Selected Food Categories among the General Population
• Food and Beverage Purchases among NMI Segments
• Food and Beverage Purchases among Organic Food Users
• Usage of Specific Healthy Categories among NMI Segments
• Usage of Refined and Processed Foods
• General Concerns about Food Safety
• Trends in Health Related Food and Beverage Benefits
• Trends in Environmental, Sustainable, and CSR Food and Beverage Benefits
• Trends in Packaging Concerns as Food and Beverage Benefits
• Importance of Healthy Food Benefits Differentiating NMI Segments
• Organic Food Users by NMI Segmentation
• Environmental Criteria Distinguish Organic Food Users
• Trended Usage of Natural and Organic Foods and Beverages
• Demographic Draw of Natural and Organic Foods
• Usage of Specific Organic Food Categories among OFU
• Usage of Organic Store Brands
• Almost Organic?
• Organic versus Local
• Demographic Profile of Committed Local Food Users
• Mainstream Brand Usage among NMI Segments
• Natural and Organic Brand Usage among NMI Segments
• Sources of Influence for Foods & Beverages among General Population
• Sources of Influence for Foods & Beverages among LOHAS