Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Figure 5 – Example Products in a Core Household Bathroom<br />
Core consumers‘ deep commitment to health <strong>and</strong> wellness means they have few barriers to<br />
purchasing <strong>and</strong> obtaining H+W products. They will often go well out of their way to find the H+W<br />
goods they seek, <strong>and</strong> price is generally not an issue <strong>for</strong> them. Like everyone else, they will seek a<br />
good price, however, in a general sense they will spend large amounts on desirable H+W goods. In<br />
other areas of their lives, however, they may not spend much money, e.g. driving an old car to save<br />
money in order to enable the purchase of H+W items.<br />
Along with an intense involvement in the World of Health <strong>and</strong> <strong>Wellness</strong>, Core consumers tend to<br />
have the most holistic view, across all segments, about how their personal wellbeing intersects with<br />
the environment <strong>and</strong> broader society. They are usually motivated by both general feelings of<br />
wellness <strong>and</strong>/or condition management to more sustainability-minded issues.<br />
Key values <strong>for</strong> this segment include Authenticity (in that they search <strong>for</strong> ―authentic‖ wellness products<br />
typically from smaller, wellness-devoted manufacturers), Knowledge (having a deep underst<strong>and</strong>ing<br />
of H+W), Sustainability (which they connect directly to their own wellness), <strong>and</strong> Local (buying local<br />
products <strong>for</strong> social, environmental, <strong>and</strong> health reasons).<br />
SUSIE – A CORE H+W CONSUMER<br />
53 year old single mom of two kids, living in Seattle<br />
H+W became significant fifteen years ago when she started<br />
having insomnia <strong>and</strong> general weakness. Allopathic doctor had<br />
difficulty with diagnosis, so she started working with Holistic<br />
M.D.‘s; was diagnosed with Chronic Fatigue Syndrome<br />
Began eating organic foods, taking Chinese herbs, <strong>and</strong><br />
receiving acupuncture<br />
Purchases only household supplies she considers 100% healthy <strong>for</strong> the planet<br />
Won‘t purchase products from companies she considers unsustainable, unless there aren‘t<br />
alternatives<br />
Always reads (or, ―interrogates‖) product labels<br />
Will conduct online research about a company <strong>and</strong> its practices be<strong>for</strong>e purchasing a new product<br />
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