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 64 –Reasons <strong>for</strong> Initially Purchasing Natural or Organic Home Cleaning<br />
I thought it would be better <strong>for</strong> the environment<br />
56%<br />
I felt it would be a more healthy choice<br />
I wanted to get the safest product <strong>for</strong> me or my family<br />
44%<br />
47%<br />
I was avoiding certain chemicals or fragrances found in<br />
mainstream products<br />
32%<br />
I wanted a product not tested on animals<br />
I had a coupon<br />
I tried a sample <strong>and</strong> liked it<br />
It was recommended by a friend or family member<br />
It looked like a high-quality product<br />
I saw it had packaging made from recycled material<br />
I saw an advertisement<br />
I felt it would work better than a mainstream br<strong>and</strong><br />
I was allergic to ingredients in mainstream br<strong>and</strong>s<br />
I was already buying other types of natural products<br />
other than cleaning products<br />
I saw an in-store display <strong>and</strong> bought it as an impulse<br />
I saw a product demonstration<br />
I was following the advice of a doctor or expert<br />
25%<br />
21%<br />
21%<br />
20%<br />
17%<br />
16%<br />
15%<br />
13%<br />
13%<br />
12%<br />
10%<br />
9%<br />
4%<br />
Received it as a gift<br />
4%<br />
Q37: “Now thinking back to why you started buying natural or organic cleaning products, what reason(s) INITIALLY PROMPTED you<br />
to start purchasing natural or organic cleaning products?” | Base: Natural, organic or specialty Home Cleaning product shoppers that<br />
remember when first purchase made (n=819). | Source: GMDC 2009 Survey, Mar. 2009.<br />
Purchase Criteria<br />
Periphery consumers base product decisions on ideas of effectiveness, along with price, <strong>and</strong> tend to<br />
be driven by loyalty to traditional br<strong>and</strong>s (―it‘s what my mom always bought growing up‖), which in<br />
many ways also correlates to ideas of effectiveness (i.e. traditional br<strong>and</strong>s are ―strong‖ cleaners that<br />
work well). Some of these consumers may have concerns with product ingredients if a family<br />
member has had a reaction to a cleaning product. Occasionally, such reactions will act as triggers<br />
into <strong>and</strong> interest of more natural cleaning products beyond the reaction-causing product.<br />
Effectiveness <strong>and</strong> price are relevant purchase criteria in the Mid-level, however there is also a<br />
general awareness about the existence of Core concerns such as negative ingredients, animal<br />
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