Consumers and Sustainability: Household Cleaners

Table of Contents

Chapter 1: Methodology

• A Joint Publication of The Hartman Group and Packaged Facts
• The Hartman Group Quantitative and Qualitative Methods
• About The Hartman Group, Inc
• About Packaged Facts

Chapter 2: Sustainability & the American Consumer

• Establishing a Definition of Sustainability
  • Figure 2-1: What “Sustainability” Means to Consumers
• Sustainability Concerns and Purchasing Decisions
  • Figure 2-2: Frequency of Purchase Decisions Based on Sustainability Concerns
• A Consumer-based Model of Responsibility
  • Figure 2-3: The Four Zones of Sustainability
• Experiential Triggers
  • Figure 2-4: Triggers for Awareness
• Informational Triggers
  • Figure 2-5: Top Sources of Information on Sustainability
• The World of Sustainability: Core to Periphery
  • Figure 2-6: The World of Sustainability
• Motivations and Barriers to Purchase
  • Convenience
  • Price
  • Expert Opinion
  • Experience
  • Knowledge
    • Table 2-1: Motivations and Barriers for Sustainable Purchases

Chapter 3: Household Cleaners and the Sustainability Consumer

• The Household Cleaners Market and the Zones of Sustainability
• Personal Benefit Zone of Sustainability
• Environmental Zone of Sustainability
  • Safety
  • Sensory Experience
  • Homemade Cleaners
• Social Zone of Sustainability
  • Humane Treatment of Animals
• Motivations and Pathway(s) for Adoption
• Attributes of Sustainable Household Cleaners
  • Natural Is the Foremost Attribute of Sustainable Household Cleaners
• Relevant Household Cleaner Certifications
  • Cruelty Free
• Packaging for Household Cleaners
  • Table 3-1: Packaging Do' s and Don' ts for Sustainable Household Cleaners
• Purchase Criteria
  • Table 3-2: Purchase Criteria for Sustainable Household Cleaners
• Quantitative Findings on Sustainable Household Cleaners
  • Table 3-3: General Household Cleaner Categories and Corresponding Sustainable Versions
  • Figure 3-1: Purchases of Household Cleaners
  • Figure 3-2: Current Market Reach of Sustainable Household Cleaners
  • Figure 3-3: Current Market Reach and Immediate Growth Opportunity of Sustainable Household Cleaners
  • Figure 3-4: Willingness to Pay 20% More for Sustainable Version of Household Cleaners

Chapter 4: Summary and Key Insights

• Paradigm Shift for Household Cleaners
• Tenets for Package Communications

Chapter 5: Market Update

• Responses to Economic Downturn
• Sustainability Convictions Largely Unchanged by Recession
  • Table 5-1: Recent Trends in Sustainability Psychographics: Opinions
  • Table 5-2: Recent Trends in Sustainability Psychographics: Behaviors
• Widespread Acceptance of Sustainable Household Cleaners
  • Figure 5-1: Percent of Adults Who Buy Natural or Organic Household Cleaning/Maintenance or Laundry Care Products, February 2009 (U.S. adults)
• Sustainable Products Move Into Mainstream
  • Table 5-3: Percent of Adults Agreeing With Selected Psychographic Statements About the Environment, 2009 (U.S. adults)