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Consumers and Sustainability: Household Cleaners
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Sep 1, 2009
32 Pages - Pub ID: LA2108846
Attention: There is an updated edition available for this report.
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- Chapter 1: Methodology
- A Joint Publication of The Hartman Group and Packaged Facts
- The Hartman Group Quantitative and Qualitative Methods
- About The Hartman Group, Inc
- About Packaged Facts
- Chapter 2: Sustainability & the American Consumer
- Establishing a Definition of Sustainability
- Figure 2-1: What “Sustainability” Means to Consumers
- Sustainability Concerns and Purchasing Decisions
- Figure 2-2: Frequency of Purchase Decisions Based on Sustainability Concerns
- A Consumer-based Model of Responsibility
- Figure 2-3: The Four Zones of Sustainability
- Experiential Triggers
- Figure 2-4: Triggers for Awareness
- Informational Triggers
- Figure 2-5: Top Sources of Information on Sustainability
- The World of Sustainability: Core to Periphery
- Figure 2-6: The World of Sustainability
- Motivations and Barriers to Purchase
- Convenience
- Price
- Expert Opinion
- Experience
- Knowledge
- Table 2-1: Motivations and Barriers for Sustainable Purchases
- Chapter 3: Household Cleaners and the Sustainability Consumer
- The Household Cleaners Market and the Zones of Sustainability
- Personal Benefit Zone of Sustainability
- Environmental Zone of Sustainability
- Safety
- Sensory Experience
- Homemade Cleaners
- Social Zone of Sustainability
- Humane Treatment of Animals
- Motivations and Pathway(s) for Adoption
- Attributes of Sustainable Household Cleaners
- Natural Is the Foremost Attribute of Sustainable Household Cleaners
- Relevant Household Cleaner Certifications
- Cruelty Free
- Packaging for Household Cleaners
- Table 3-1: Packaging Do’s and Don’ts for Sustainable Household Cleaners
- Purchase Criteria
- Table 3-2: Purchase Criteria for Sustainable Household Cleaners
- Quantitative Findings on Sustainable Household Cleaners
- Table 3-3: General Household Cleaner Categories and Corresponding Sustainable Versions
- Figure 3-1: Purchases of Household Cleaners
- Figure 3-2: Current Market Reach of Sustainable Household Cleaners
- Figure 3-3: Current Market Reach and Immediate Growth Opportunity of Sustainable Household Cleaners
- Figure 3-4: Willingness to Pay 20% More for Sustainable Version of Household Cleaners
- Chapter 4: Summary and Key Insights
- Paradigm Shift for Household Cleaners
- Tenets for Package Communications
- Chapter 5: Market Update
- Responses to Economic Downturn
- Sustainability Convictions Largely Unchanged by Recession
- Table 5-1: Recent Trends in Sustainability Psychographics: Opinions
- Table 5-2: Recent Trends in Sustainability Psychographics: Behaviors
- Widespread Acceptance of Sustainable Household Cleaners
- Figure 5-1: Percent of Adults Who Buy Natural or Organic Household Cleaning/Maintenance or Laundry Care Products, February 2009 (U.S. adults)
- Sustainable Products Move Into Mainstream
- Table 5-3: Percent of Adults Agreeing With Selected Psychographic Statements About the Environment, 2009 (U.S. adults)
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