Consumer Shopping Habits for Wellness and Environmentally ...

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Social Zone The attributes of this zone are particular to organizations and their ethical treatment of people and humane practices towards animal life. Personal Benefit The area of personal benefit engages with all zones of sustainability: economic, environmental, and social but connects to responsibility based on how those practices influence the physical, mental and emotional health of individuals. Personal benefit is particularly helpful in explaining sustainability from the consumer viewpoint. Consumers weigh both the individual and societal interests of behaving responsibly - responsibility should not be confused as martyrdom or concern for society only Consumers ask: how might these choices impact me and my household socially, financially, and within my immediate environment? However, responsibility toward the greater good is an important fundamental ideal of sustainability, and one cannot act out of personal interest alone. Triggers for Awareness Similar to H+W triggers, sustainability triggers can be understood as any first or second-hand occurrence that results in awareness of issues that potentially affect the wellbeing of society and/or earth. Triggers may make a potential threat apparent to consumers, or it may be an experience that produces an appreciation for a particular resource. Triggers may align strongly with a specific area of sustainability but often have vast implications in other zones as well. Below are the triggers commonly referenced by consumers as prompting a sustainable frame of mind connected to their corresponding areas of sustainability. Since individuals can be drawn into awareness through any one or several different triggers depending on their experiences, lifestyle, and interests, there is no hierarchy of triggers. 38
Figure 21 – Sustainability Triggers Information Sources as Triggers The vast number of information sources available to consumers is a key trigger for knowledge as well. Product labels are the top source of information for consumers, underscoring the current connection consumers have between tangible goods and information seeking behaviors. While instore sources (product labels and other in-store information) are prominent means used to learn more about sustainability, online sources (especially search engines, but increasingly social networking groups) and mass media (TV/radio, newspapers, books/magazines) are also used. From Frame of Mind to Behavior Sustainability triggers lead to a heightened frame of mind concerning sustainability matters, but there is an additional step from awareness about sustainability issues to participation in those issues. Values and intent are essential components of that next step for consumers from having a sustainable frame of mind to eventual behavioral participation in sustainability. Values Values are principles that guide consumers‘ understanding about the world, their role in it, and provide a frame of reference for right and wrong. Consumers allude to values as highly personal facets of their identity, informed by experiences, upbringing, and for some, a spiritual faith. Although 39
Page 1 and 2: Consumer Shopping Habits for Wellne
Page 3 and 4: Preface The Global Market Developme
Page 5 and 6: Introduction It is an exciting time
Page 7 and 8: Executive Summary Study Dimensions
Page 9 and 10: u Some categories show serious cons
Page 11 and 12: CHAPTER 1 | Project Overview and Me
Page 13 and 14: What important similarities and dif
Page 15 and 16: 1/3 of participants with children u
Page 17 and 18: CHAPTER 2 | Consumers, Health and W
Page 19 and 20: Thus, the Mid-level is generally wo
Page 21 and 22: least amount of consistent H+W acti
Page 23 and 24: Figure 5 - Example Products in a Co
Page 25 and 26: Figure 7 - Meaning of H+W across th
Page 27 and 28: decline, and body aches and pains e
Page 29 and 30: Top Conditions The table below summ
Page 31 and 32: Figure 14 - Separation to Holism H+
Page 33 and 34: Key Dimensions of Consumption in th
Page 35 and 36: Social Networks Consumers‘ friend
Page 37 and 38: Geographic Distribution of H+W Cons
Page 39 and 40: Qualitatively, we have not seen sig
Page 41: Sustainability Sustainability as a
Page 45 and 46: Evaluating Responsible Companies Tr
Page 47 and 48: to most anything other than utter d
Page 49 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
Page 53 and 54: CHAPTER 3 | Product Categories Intr
Page 55 and 56: Figure 26 - Purchasing of H+W food
Page 57 and 58: Categories Vary in Their H+W Resona
Page 59 and 60: Consumers may become ―stuck‖ (s
Page 61 and 62: Figure 31 - Importance of Being Nat
Page 63 and 64: Figure 33 - H+W Products Where Ther
Page 65 and 66: Figure 34 - Most Important Sustaina
Page 67 and 68: this. Additionally, some consumers
Page 69 and 70: H+W Relevance describes if and how
Page 71 and 72: Figure 39 - Functional Beverage Dec
Page 73 and 74: Figure 42 - Dietary Supplement Usag
Page 75 and 76: immune response. Bioavailability al
Page 77 and 78: Figure 47 - Herbal/Homeopathic Reme
Page 79 and 80: Diapers differ somewhat from other
Page 81 and 82: Figure 53 -Initial Usage of Natural
Page 83 and 84: Figure 55 - Hair and Skin Care Deci
Page 85 and 86: consumers often simply default to a
Page 87 and 88: Shopping Barriers for Hair and Skin
Page 89 and 90: Figure 64 -Reasons for Initially Pu
Page 91 and 92: Figure 66 - Concerns about Hazardou
Page 93 and 94:
In addition, laundry detergents are
Page 95 and 96:
likely to minimize the amount of OT
Page 97 and 98:
Q32: “When you buy over the count
Page 99 and 100:
offered in fluoride-free versions.
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Figure 79 - Shopping Barriers for O
Page 103 and 104:
Figure 82 - Feminine Hygiene Purcha
Page 105 and 106:
Product Example Organyc provides a
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Brand and Product Offerings For the
Page 109 and 110:
Shopping Barriers for Plant and Gar
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Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
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Healthier for families Better for t
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Retains essential vitamins Made in
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Key Packaging Considerations Immedi
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Biokleen Automatic Dish Powder On t
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Critical Issues in H+W Retail Below
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when a consumer does become more in
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having consistently low prices in t
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Drug Mainstream drug stores have mo
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Figure 99 -Top Products Purchased a
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importantly as fresh food stores fo
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Target) as well, trusting that pric
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Core Consumer Example 1 Suzie lives
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Please note that below we detail si
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Figure 101 - Example Channel-Catego
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PRIORITY CATEGORIES Home lighting o
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o Like mass channel stores, club st
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consumers often transition from pri
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Moderate to high level of selection
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o H+W-oriented products should free
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priority‖ in the specialty drug c
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Figure 108 - Desirability of In-Sto
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In-Store Health Services Consumer A
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Services Should be Physically Separ
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Other categories in order of prefer
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At the exit, relevant actions inclu
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SEGREGATED H+W PRODUCTS ARE HARD TO
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Figure 118 -Product Categories with
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Building Positive H+W Impressions t
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CONCLUSION The burgeoning Health an
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Figure 7 - Meaning of H+W across th
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Figure 57 - Hair Care Brands ......
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Figure 107 - Specialty Drug Channel
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Research Study Sponsors GMDC thanks
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