Consumer Shopping Habits for Wellness and Environmentally ...

Brand and Product Offerings
While there is no real correspondence between this category and the H+W continuum, there is
certainly enough evidence to suggest that moving toward recycled products, wherever possible,
would be worthwhile for both the manufacturer and the retailer.
Sporting Equipment
H+W Resonance
Sporting equipment has a direct link to fitness, but not to H+W, outside of occasional clichés such as
the yoga mat that would commonly be associated with the Core H+W consumer. We say this
because consumers rarely express a H+W lifestyle through increasingly sophisticated articulations of
products in this category. One does not buy a ―healthier‖ version of a football (though one can
certainly purchase a higher grade of ball). In many ways, we also find that the most overtly fitnessoriented
consumers tend to exist in the Periphery and focus on weight management rather than a
more holistic sense of H+W. These consumers may evolve to higher levels of H+W, but not through
sporting equipment. While advanced Mid-Level and Core consumers are quite physically active, they
often make little use of equipment.
Purchase Criteria
Purchasing of sporting equipment varies depending on the subcategory of goods under
consideration. For Periphery consumers, price will always be a key driver. However, factors outside
of the World of H+W often strongly come into play, as the influences of other Worlds of activity make
themselves known. For instance, a consumer‘s level of involvement in ―The World of Cycling‖ will
exert a strong influence on how that person buys bikes and accessories. A Core Cycling consumer in
that will buy a $4000 bicycle based on numerous technical attributes; a Periphery Cycling consumer
will not.
Brand and Product Offerings
For the most part, appropriate brand and product offerings should be built upon intended appeal to
consumers‘ involvement in Worlds other than H+W. In any case, we would not suggest that any
channel in this study (Grocery, Drug, Mass, Club) offer products appealing to consumers very far into
any of those worlds. In other words, concentrate most on Periphery offerings in those worlds, such
as entry-level bikes and accessories.
Toys and Games
H+W Resonance
Toys and games have little direct relationship with H+W, however, some more involved H+W
consumers do of course have preferences for certain types of toys and games, generally what could
be classified as ―learning-oriented‖ versions. Those same consumers will also tend toward
purchasing noticeably fewer toys overall, and buy ―less disposable‖ toys and games made of natural
and/or more durable materials. Similar to office supplies, there is an emphasis on ―less plastic‖ for
these consumers, relating to sustainability concerns.
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