Understanding the LOHAS Market: A Focus on Personal Care

Table of Contents

TOPIC

Chapter 1: Introduction & Background

• Methodology
• Methodological Notes
• Introduction to the 2007 Study
• Key LOHAS Insights
  • 1-From Purchaser to Participant
  • 2-Sustainable Style
  • 3-Shades of Green for Everyone
  • 4-Greenwashing Washout
• Explanation of the LOHAS Segmentation Model
• Change in Segment Sizes Between 2005 & 2007
• LOHAS Consumer Snapshot- Attitudes & Behaviors
• LOHAS Consumer Snapshot- Demographics
• LOHAS Consumer Snapshot- Lifestyle
• NATURALITES Snapshot- Attitudes & Behaviors
• NATURALITES Snapshot- Demographics
• NATURALITES Snapshot- Lifestyle
• DRIFTERS Snapshot-Attitudes & Behaviors
• DRIFTERS Snapshot-Demographics
• DRIFTERS Snapshot-Lifestyle
• CONVENTIONALS Snapshot-Attitudes & Behaviors
• CONVENTIONALS Snapshot-Demographics
• CONVENTIONALS Snapshot-Lifestyle
• UNCONCERNEDS Snapshot-Attitudes & Behaviors
• UNCONCERNEDS Snapshot-Demographics
• UNCONCERNEDS Snapshot-Lifestyle
• The Role of Personal versus Planetary Health
• The Multigenerational Impact of Baby Boomers
• LOHAS as Early Adopters
• A Global Perspective on LOHAS Consumers

Chapter 2: Grounding LOHAS Awareness and Key Characteristics

• Awareness of LOHAS-Related Terminology
• Awareness of Eco-Terminology by Generation
• Top of Mind Associations with the Term "Sustainability"
• Trends in Consumer Understanding of the Term "Sustainability"
• Is Environmentalism a Fad?
• Level of Concern About the Environment & Motivation
• Who' s Leading?
• A Focus on Global Warming: Awareness and Concern
• A Focus on Global Warming: Consumer & Corporate Action
• Blurring of Natural and Organic
• Attitudes Toward Social Issues
• Attitudes Toward Health and Wellness
• Societal Issues of Concern Among U.S. Consumers
• Societal Issues of Concern Among Segments
• Branding & Loyalty Dynamics
• Branding & Loyalty Among Segments
• Early Adoption
• Level of Influence on Others
• Trends in Price Sensitivity
• Price Sensitivity Among the Segments
• Environmental Apathy
• Empowering LOHAS Behavior
• The Role of Materialism
• A Multi-Cultural Look at the LOHAS Segmentation Model
• A Multi-Cultural Look at the LOHAS Marketplace

Chapter 3: Sources of Information

• Importance of Validation of Green Claims
• Recognition of Seals
• Trended Awareness of Seals
• Purchase Impact of Seals-Government & Non-Profit Organizations
• Purchase Impact of Seals-Corporate Initiated
• Awareness versus Purchase Impact of Labeling and Seals
• Media' s Role in Communicating About the Environment
• The Role of Self-Discovery
• Top Magazine Readership Patterns
• Other Media Sources
• The Impact of the Internet
• Specific Internet Site Patterns
• Summary of Environmental Sources of Influence

Chapter 4: LOHAS Lifestyles

• Trends in Consumer Actions to Protect the Environment
• Segments' Environmentally Conscious Behavior
• Detailed Recycling Behavior
• Recycling Behavior By Generation & Income
• It' s Election Time: LOHAS Consumers & Politics
• Organizational Memberships
• Charitable Donation Patterns
• The Importance of Building a Sense of Community
• The Role of Religion and Spirituality
• The Role of Physical Fitness
• Hobbies and Interests
• Meat Consumption Dynamics
• LOHAS Consumers are Not Healthy Across All Behaviors
• Premium Green/Eco-Luxury Attitudes
• Premium Green/Eco-Luxury By Income

Chapter 5: Views of Corporate Responsibility

• Importance of Corporate Citizenship
• Importance of Specific Types of Corporate Social Responsibility
• Behavioral Effects of CSR
• Trends in Behavioral Impact of CSR
• General Population Interest in Types of CSR
• Is the Devil in the Details?
• Trust in CSR: Fact or Fiction?
• Consumer Awareness of Specific Company CSR Strategies

Chapter 6: LOHAS Consumer Behavior

• Importance of Environmental Impact of Products
• Trends in the Importance of Products' Environmental Impact
• Interest in Green Products
• Eagerness for Green and the Market Opportunity
• Is Buying Green a Sacrifice or a "Feel Good?"
• Usage of LOHAS Fast-Moving Consumer Goods
• Trends in LOHAS Fast-Moving Consumer Goods
• LOHAS Segmentation of Organic Usage Over Time
• Bottled Water Backlash
• Perceived Environmental Friendliness of Packaging Materials
• Awareness, Understanding and Importance of Environmentally Friendly Packaging Terms
• Attitudes Toward Packaging of Products
• Expectations for Manufacturers on Environmentally-Friendly Packaging
• Usage of LOHAS Durable Products
• Trends in Usage of LOHAS Durable Products
• Usage of Alternative Healthcare
• Usage of LOHAS Services
• LOHAS Product Integration
• Barriers to Buying Environmentally-Friendly Products
• Changes in Barriers
• LOHAS Consumers-Retailer Shopping Patterns
• LOHAS Consumers-Secondary Retailers
• Segments Shop Differently
• Trends in LOHAS Shopping Patterns
• The Dynamics of Plastic Grocery Bags
• Role of the Internet in Selling LOHAS Products

Chapter 7: A Focus on Personal Care

• NMI Segment Composition of Natural and Organic Personal Care Users
• Conventional Product Attributes that Affect Personal Care Choices Among Users
• Relative Importance of Product Benefit Groupings that Affect Personal Care Choices
• Conventional Product Attributes that Affect Personal Care Choices Among Segments
• Ingredient-Based Product Benefits that Affect Personal Care Choices Among Users
• Ingredient-Based Product Benefits that Affect Personal Care Choices Among Segments
• Environmental/Social Product Attributes that Affect Personal Care Choices Among Users
• Trends in Product Benefits that Affect Personal Care Choices
• Natural and Organic Personal Care Purchases
• Other Personal Care Purchase Behaviors
• Other Personal Care Purchase Behaviors by Segment
• Trends in Personal Care Purchases
• Natural and Organic Personal Care Users' Mainstream Brand Usage
• Mainstream Brand Usage by Segment
• Natural and Organic Personal Care Usage of Natural/Organic Brands
• Natural/Organic Brand Usage by Segment
• Sources of Influence for Personal Care Products