Consumer Shopping Habits for Wellness and Environmentally ...

We also examine toxicity concerns among six different product categories, to better understand
consumer concerns about hazardous ingredients or materials. The toxicity of cleaning products is
of most concern with about half of all consumers (49%). This is not surprising given our qualitative
findings, which showed a notable interest in ―less chemical‖ cleaners extending across a very large
swath of consumers and natural home cleaning as a strong (and early) H+W gateway.
Figure 35 – Concerns about Hazardous Ingredients or Materials used in Product
Cleaning products
49%
Toys
15%
Body care products
13%
Pet goods
9%
Sporting goods
1%
None of these
13%
Q23: “Which one of the following product categories are you MOST CONCERNED about the amount of hazardous ingredients or
materials used?” | Base: Primary household shoppers (n=2176). Hobbies and crafts have less than 1% concerned level. | Source:
GMDC 2009 Survey, Mar. 2009.
Purchase Decision Criteria Evolve Away from Traditional Considerations of
Price/Value and Convenience
As consumers evolve away from the Periphery of the H+W World, purchase decision criteria
increasingly move away from the traditional hallmarks of American consumerism, namely value (or
price) and convenience, though, importantly those dimensions do maintain some salience at the
Mid-level. As consumers move into and through the Mid-level, they become more concerned with
quality distinctions (e.g. ―organic‖) in products, as informed by increasing levels of knowledge and a
thirst for new and interesting H+W-related experiences. At the Core, consumers structure purchases
in H+W product categories in often absolute and even ideological terms, desiring a high level of
product (and retailer) authenticity. In addition, in more developed areas of the Mid-level and in the
Core, ideas of sustainability strongly inform some purchases. These patterns essentially line up
with the ―Dimensions of Consumption‖ outlined in Chapter 2.
Price Sensitivity Varies by Category
Pricing concerns typically vary among different product categories. Consumers were asked to rank
the top five product categories where pricing is of most concern. On the following chart, we note
that laundry detergent is chosen by nearly half (46%) of all consumers. Among the 28 different
product categories analyzed, laundry detergent is one of the more "big ticket" items among general
household goods with some costing over $10, so consumers have more pricing concerns because of
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