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Marketing to the Green Consumer - US - March 2013

“Although it appears that the market for green products may be somewhat diminished due to a decline in consumer enthusiasm, relatively flat green product introductions, and prioritizing other matters over the environment, these indicators could be viewed as a positive for companies offering green products. Instead of ‘green’ being a notable attribute for consumers to take special note, consumers may instead feel that an element of green should be a standard component of products.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

  • Has “green” faded from public concern to be replaced by larger or more pressing issues?
  • Should companies bother with green claims, or focus their CSR efforts elsewhere?
  • What are the most effective green claims when marketing to the green consumer?
  • What motivates consumers to buy green and lead a green lifestyle?
  • Is having a green reputation more important than having green practices?

 

“Green” advertising and products exploded into the U.S. consumer space during 2007-09 but since then, green as a marketing proposition appears to have waned in relevance as consumers have supplanted environmental concerns with more pressing issues such as the economic challenges the country has struggled with in the wake of the recession. Over the past five years, the Super/True Green population (those who say that they “almost always” or “regularly” buy green products) has declined from its 2007 peak, even as green product introductions surged into the market.

The Millennial generation offers an unexpected dichotomy. Millennials are the most likely to appear as though they’ve moved on from green. Their attitudes indicate they’re giving environmental issues less attention than they have in the past, however they continue to lead in green purchasing.

This report closely examines the state of the green consumer market, including the social factors impacting consumers’ perception of the green market and green products. Consumer attitudes toward green and their use of green products, as well as innovative green packaging, and marketing positioning are also discussed. Topics such as the motivations for buying green products, green lifestyle habits, and the credibility of a variety of green claims are also covered.

 

For the purposes of this report, Mintel defines green practices as those that include any efforts by companies to reduce the negative environmental impact of their business. Green products are defined as goods and services that minimize the impact to the environment in one or more of the following ways:

  • via the use of recycled materials
  • via the absence or reduction of harmful chemicals and solvents
  • via the use of organic/pesticide-free farming methods
  • via reduced energy and/or water consumption
  • via the use of forestry products from sustainable woods
  • via products that create less waste/pollution.

 

Green consumer segments are used in this report, and they are defined as:

  • Super Greens The most committed green consumers, respondents who “almost always” buy green products.
  • True Greens Respondents who say they buy green products “regularly.”
  • Light Greens Respondents who say they “sometimes” buy green products.
  • Never Greens Respondents who say they “never” buy green products.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Product introductions with a green claims stall
                          • Figure 1: Share of new product introductions with a green claim, 2006-12
                        • Share of Super/True Green consumers declines
                          • Figure 2: Degrees of green for the U.S. consumer, 2007-12
                        • Market drivers
                          • Accessibility
                            • Figure 3: Share of new product introductions with a green claim, by category, 2002-12
                          • Desire for recyclability
                            • Figure 4: Attitudes toward recycling, May 2003-June 2004 vs. August 2011-August 2012
                          • Social and family pressure drives green behavior
                            • Figure 5: Kids’ influence on parents’ green purchasing, by kids aged 6-11, June 2002-June 2012
                          • Improving economy and increasing consumer confidence drives the green market
                            • Figure 6: Consumer sentiment index and unemployment, 2000-12
                          • The consumer
                            • Intention to purchase green appears strong
                              • Figure 7: Influence of green factors on last/future major purchase, by category, December 2012
                            • Easily defined and simple-to-understand green claims are the most trustworthy
                              • Figure 8: Trust in environmentally related product claims, December 2012
                            • Green lifestyle habits are mainstream behaviors
                              • Figure 9: Number of green lifestyles habits, December 2012
                            • Desire for positive perception drives green behavior
                              • Figure 10: Engagement in green behaviors for recognition, by whether or not it is important to be perceived as green, December 2012
                            • Cost remains a barrier to purchasing green
                              • Figure 11: Effect of affordability and impact concerns on green purchasing, by age, December 2012
                            • Nearly one quarter of people are tired of the green agenda
                              • Figure 12: Indicators of green fatigue and the importance of green, by generation, December 2012
                            • White and non-Hispanics are less likely than the average to regularly buy green
                              • Figure 13: Share of Super/True Greens, by race/Hispanic origin, December 2012
                            • What we think
                            • Issues in the Green Market

                                • Has “green” faded from public concern to be replaced by larger or more pressing issues?
                                  • Should companies bother with green claims, or focus their CSR efforts elsewhere?
                                    • What are the most effective green claims when marketing to the green consumer?
                                      • What motivates consumers to buy green and lead a green lifestyle?
                                        • Is having a green reputation more important than having green practices?
                                        • Insights and Opportunities

                                          • Pinterest may prove promising for green marketers
                                            • Lighten up on the “greenness”; align green attributes with desired consumer benefits
                                              • Don’t limit your brand identity to “green”
                                                • Older generations more likely to seek out eco-packaging
                                                  • Figure 14: Makes a conscious effort to choose products with environmentally friendly and recyclable packaging, by generation, November 2012
                                              • Trend Application

                                                  • Trend: Green Skepticism
                                                    • Trend: Attention Economy
                                                      • Mintel Futures: Brand Intervention
                                                      • Green Market Indicators

                                                        • Key points
                                                          • Household
                                                            • Cleaning products
                                                              • Figure 15: Household cleaners product introductions with green claims, 2002-12
                                                            • Paper products
                                                              • Figure 16: Household paper product introductions with green claims, 2002-12
                                                            • Food and beverages
                                                              • Packaged foods
                                                                • Figure 17: Packaged food product introductions with green claims, 2002-12
                                                              • Beverages
                                                                • Figure 18: Beverage product introductions with green claims, 2002-12
                                                              • Personal care
                                                                • Figure 19: Personal care product introductions with green claims, 2002-12
                                                              • Automotive
                                                                • Figure 20: U.S. unit sales and forecast of hybrid and electric vehicles, 2007-17
                                                            • Green Market Drivers

                                                              • Key points
                                                                • Market drivers
                                                                  • Green products widely available across a variety of categories
                                                                    • Figure 21: Share of new product introductions with a green claim, 2006-12
                                                                    • Figure 22: Share of new product introductions with a green claim, by category, 2002-12
                                                                  • Legislation dictates green behaviors as the only option in some cases
                                                                    • Consumer drivers
                                                                      • Positive sentiment toward recycling increases over past decade
                                                                        • Figure 23: Attitudes toward recycling, May 2003-June 2004 vs. August 2011-August 2012
                                                                      • Household recycling increases
                                                                        • Figure 24: Any household recycling, by packaging type, April 2007-June 2008 vs. April 2011-June 2012
                                                                      • Societal pressure to go green drives the market for green products
                                                                        • Figure 25: Attitudes toward the environment, August 2011-August 2012
                                                                      • Kids exert pressure on parents to buy green
                                                                        • Figure 26: Kids’ influence on parents’ green purchasing, by kids aged 6-11, June 2002-June 2012
                                                                      • Economic drivers
                                                                        • Figure 27: Consumer sentiment index and unemployment, 2000-12
                                                                    • Innovations and Innovators: Green Packaging

                                                                      • Overview
                                                                        • Household
                                                                          • Cleaning products
                                                                            • Figure 28: Household cleaners with green claims, 2012
                                                                            • Figure 29: Method two-in-one Dish + Hand Soap, “Ocean Plastic” bottle, 2012
                                                                          • Paper products
                                                                            • Figure 30: Household paper products with green claims, 2012
                                                                          • Food and beverage
                                                                            • Packaged food
                                                                              • Figure 31: Packaged food products with green claims, 2012
                                                                            • Beverages
                                                                                • Figure 32: Beverage products with green claims, 2012
                                                                              • Personal care
                                                                                • Figure 33: Personal care products with a green claim, 2012
                                                                            • Green Marketing Strategies

                                                                              • Overview
                                                                                • Humor: Poking fun at green
                                                                                  • SunRun solar energy mocks green clichés
                                                                                    • Figure 34: SunRunHome Solar, “Dolphin Babies” TV ad, 2012
                                                                                  • Clorox proclaims “You Don’t Have to be Ridiculous to be Green”
                                                                                    • Axe suggests “showerpooling” to conserve water
                                                                                      • Figure 35: Axe “Showerpooling—Save Water … Together!” online video ad, 2012
                                                                                    • Reese’s warns against global warming
                                                                                      • Figure 36: Reese’s “Stop global warming now” print ad, 2012
                                                                                    • Fun: Showing enjoyment from buying green
                                                                                      • Dasani wants everyone to “do the twist”
                                                                                        • Figure 37: Dasani, “Recycle Twist” TV ad, 2012
                                                                                      • Toyota Prius gives everyone something to hum about
                                                                                        • Figure 38: Toyota Prius “Family Hum” TV ad, 2012
                                                                                      • Social pressure and empowerment: You can (and should) make a difference
                                                                                        • Green Mountain Coffee focuses on the people it helps
                                                                                          • Heinz suggests you join the growing movement
                                                                                            • Figure 39: Heinz PlantBottle, 2012
                                                                                          • Youth appeal: Make it extreme
                                                                                            • Figure 40: Mountain Dew “Green Mountain Project” TV ad, 2012
                                                                                          • Make it masculine: Green can be for guys, too
                                                                                            • Fear: Dire predictions primarily the realm of activist groups
                                                                                              • Figure 41: Ecoeduca, “Global warming is leaving many homeless” print ad, 2012
                                                                                              • Figure 42: Greenpeace, “Under the Sea” print ad, 2012
                                                                                          • Green Purchasing Behaviors Define Four Segments

                                                                                            • Key points
                                                                                              • About one third say they almost always or regularly buy green products
                                                                                                  • Figure 43: Degree of green purchasing behavior, December 2012
                                                                                                • Share of Super/True Green consumers declines over five years
                                                                                                    • Figure 44: Degree of green purchasing behavior, 2007-12
                                                                                                  • Youth and affluence are key factors driving green purchases
                                                                                                      • Figure 45: Share of Super/True Greens, by gender, age, and household income, December 2012
                                                                                                    • Overall, men and women are equally likely to purchase green products …
                                                                                                      • Figure 46: Degree of green purchasing behavior, by gender, 2007-12
                                                                                                    • … but (surprise)! Young men are the most likely to be buying green
                                                                                                      • Figure 47: Share of Super/True Greens, by gender and age, December 2012
                                                                                                  • Influence of Green Factors on Last/Next Major Purchase

                                                                                                    • Key points
                                                                                                      • Influence on last purchase
                                                                                                        • Fewer than half considered green factors in their last major purchase
                                                                                                          • Figure 48: Influence of green factors on last major purchase, by category, December 2012
                                                                                                        • Consideration of green factors has increased over the past five years
                                                                                                          • Figure 49: Influence of green factors on last major purchase, by category, 2008-12
                                                                                                        • Demographics impact green’s influence on past purchases
                                                                                                          • Influence on next purchase
                                                                                                            • Future consideration of green looks positive—but should be taken with a grain of salt
                                                                                                              • Figure 50: Influence of green factors on last/future major purchase, by category, December 2012
                                                                                                            • Historical purchasing needs to be factored in for full story
                                                                                                              • Figure 51: Influence of green factors on future major purchase, by category, 2008-12
                                                                                                          • Green Trust and Claims Credibility

                                                                                                            • Key points
                                                                                                              • Consumers are generally trusting of most environmental product claims
                                                                                                                • Figure 52: Degree of trust in environmentally related product claims, December 2012
                                                                                                              • Demographics impact consumers’ degree of trust in environmental product claims
                                                                                                                • Most are in favor of oversight/regulation of environmental product claims
                                                                                                                  • Revised “Green Guides” for marketers is now available
                                                                                                                      • Figure 53: Attitudes about trustworthiness in green claims and household recyclables, December 2012
                                                                                                                    • Convincing consumers of the benefits could drive green purchases
                                                                                                                      • Figure 54: Would purchase more green products if convinced it made a difference, by gender, age, and household income, December 2012
                                                                                                                    • Even the most dedicated green purchasers could use some persuasion
                                                                                                                      • Figure 55: Would purchase more green products if convinced it made a difference, by Green segments, December 2012
                                                                                                                  • Green: It’s a Lifestyle

                                                                                                                    • Key points
                                                                                                                      • Majority agree that being environmentally friendly is a lifestyle
                                                                                                                        • Figure 56: Agreeing that being environmentally friendly is a lifestyle, by gender, age, and household income, December 2012
                                                                                                                      • The most frequent green buyers most likely to see green as a lifestyle
                                                                                                                        • Figure 57: Agreeing that being environmentally friendly is a lifestyle, by Green segments, December 2012
                                                                                                                      • “Living local” is important to the most frequent green buyers
                                                                                                                        • Figure 58: Tendencies to buy local goods (food and non-food), by Green segments, December 2012
                                                                                                                      • Those interested in leading a green lifestyle are more likely to buy local
                                                                                                                        • Figure 59: Will buy local whenever possible, by agreement/disagreement that being environmentally friendly is a lifestyle, December 2012
                                                                                                                    • Green Lifestyle Habits

                                                                                                                      • Key points
                                                                                                                        • Green lifestyle habits are mainstream behaviors
                                                                                                                          • Figure 60: Number of green lifestyles habits, December 2012
                                                                                                                        • Shopping habits
                                                                                                                          • Figure 61: Impact of packaging on purchasing, and use of own bags, December 2012
                                                                                                                        • A comparison of green shopping habits from across the pond
                                                                                                                            • Figure 62: Impact of packaging on purchasing, and use of own bags – always/sometimes, U.S. vs. UK, 2012
                                                                                                                          • Household habits
                                                                                                                              • Figure 63: Frequency of select green household habits, December 2012
                                                                                                                            • Brits more engaged in green household habits—except when it comes to water use
                                                                                                                                • Figure 64: Select green household habits – always/sometimes, U.S. vs. UK, 2012
                                                                                                                              • Transportation habits
                                                                                                                                  • Figure 65: Frequency of using a bike instead of driving, or using public transportation, December 2012
                                                                                                                              • Green Attitudes and Behavior: Green to Be Seen

                                                                                                                                • Key points
                                                                                                                                  • Appearances matter
                                                                                                                                      • Figure 66: Agreement that it is important to be perceived as “green,” by gender, age, and household income, December 2012
                                                                                                                                    • Super Greens place the greatest value on others’ perceptions
                                                                                                                                      • Figure 67: Agreement that it is important to be perceived as “green,” by Green segments, December 2012
                                                                                                                                    • Desire for positive perception could be driving some green behaviors
                                                                                                                                      • Figure 68: Engagement in green behaviors for recognition, by whether or not it is important to be perceived as green, December 2012
                                                                                                                                    • Social networking power impacts green product purchasing
                                                                                                                                        • Figure 69: Social networking influences on green behaviors, by age, December 2012
                                                                                                                                    • Green Attitudes and Behavior: Cost as a Barrier

                                                                                                                                      • Key points
                                                                                                                                        • Buying green comes with a price that many just don’t feel is worth it
                                                                                                                                            • Figure 70: Agreement that “green” products are worth the extra cost, by gender, age, and household income, December 2012
                                                                                                                                          • Super Greens feel that a price premium for green is justified
                                                                                                                                            • Figure 71: Agreement that “green” products are worth the extra cost, by Green segments, December 2012
                                                                                                                                          • Expense continues to be a barrier to purchase
                                                                                                                                            • Figure 72: Would buy eco-friendly products if they were less expensive, by gender, age, and household income, August 2011-August 2012
                                                                                                                                          • More than half would purchase more green products if affordable
                                                                                                                                            • Figure 73: Effect of affordability and impact concerns on green purchasing, by age, December 2012
                                                                                                                                        • Green Attitudes and Behavior: Fatigue and Awareness

                                                                                                                                          • Key points
                                                                                                                                            • Green fatigue sets in, particularly among Millennials
                                                                                                                                                • Figure 74: Indicators of green fatigue and the importance of green, by age, December 2012
                                                                                                                                              • Attention please!
                                                                                                                                                • Figure 75: Green advertising awareness and environmentally conscious actions now compared to years past, by age, December 2012
                                                                                                                                              • Attitudes drive awareness—or perhaps awareness drives attitudes
                                                                                                                                                • Out of sight, out of mind?
                                                                                                                                                  • Figure 76: Green advertising awareness and environmentally-conscious actions, by perceived relative importance of green issues, December 2012
                                                                                                                                                • Fatigue breeds green ennui?
                                                                                                                                                  • Figure 77: Green advertising awareness and environmentally-conscious actions, by indicator of green fatigue, December 2012
                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Green purchasing behaviors
                                                                                                                                                    • Figure 78: Share of Super/True Greens, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 79: Age groups of online sample, by race/Hispanic origin, December 2012
                                                                                                                                                  • Influence of green factors on last major purchase
                                                                                                                                                    • Figure 80: Influence of green factors on last major purchases, by race/Hispanic origin, December 2012
                                                                                                                                                  • Influence of green factors on next major purchase
                                                                                                                                                    • Figure 81: Influence of green factors on future major purchase, by race/Hispanic origin, December 2012
                                                                                                                                                  • Green trust and claims credibility
                                                                                                                                                    • Figure 82: Trust in environmentally related product claims, by race/Hispanic origin, December 2012
                                                                                                                                                  • Green lifestyle habits
                                                                                                                                                    • Figure 83: Green shopping and lifestyle habits—always/sometimes, by race/Hispanic origin, December 2012
                                                                                                                                                  • Green behaviors
                                                                                                                                                    • Figure 84: Green behaviors, by race/Hispanic origin, December 2012
                                                                                                                                                  • Green attitudes
                                                                                                                                                    • Figure 85: Green attitudes, by race/Hispanic origin, December 2012
                                                                                                                                                • Appendix: Other Useful Tables

                                                                                                                                                    • Figure 86: Share of new product introductions with a green claim, by category, 2002-12
                                                                                                                                                    • Figure 87: Household cleaners product introductions with green claims, 2002-12
                                                                                                                                                    • Figure 88: Household paper product introductions with green claims, 2002-12
                                                                                                                                                    • Figure 89: Packaged food product introductions with green claims, 2002-12
                                                                                                                                                    • Figure 90: Beverage product introductions with green claims, 2002-12
                                                                                                                                                    • Figure 91: Personal care product introductions with green claims, 2002-12
                                                                                                                                                    • Figure 92: U.S. unit sales and forecast of hybrid and electric vehicles, 2007-17
                                                                                                                                                    • Figure 93: Company efforts to reduce plastic bags, 2008-13
                                                                                                                                                • Appendix: Green Purchasing Behaviors

                                                                                                                                                    • Figure 94: Degree of green purchasing behavior, by gender, December 2012
                                                                                                                                                    • Figure 95: Degree of green purchasing behavior, by age, December 2012
                                                                                                                                                    • Figure 96: Degree of green purchasing behavior, by gender and age, December 2012
                                                                                                                                                    • Figure 97: Degree of green purchasing behavior, by household income, December 2012
                                                                                                                                                    • Figure 98: Degree of green purchasing behavior, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 99: Degree of green purchasing behavior, by marital status, December 2012
                                                                                                                                                    • Figure 100: Degree of green purchasing behavior, by household size, December 2012
                                                                                                                                                    • Figure 101: Degree of green purchasing behavior, by presence of children in household, December 2012
                                                                                                                                                    • Figure 102: Degree of green purchasing behavior, by employment status, December 2012
                                                                                                                                                    • Figure 103: Degree of green purchasing behavior, by region, December 2012
                                                                                                                                                    • Figure 104: Degree of green purchasing behavior, by generation, December 2012
                                                                                                                                                • Appendix: Influence of Green Factors on Purchases

                                                                                                                                                  • Influence of green factors on last major purchase
                                                                                                                                                    • Figure 105: Influence of green factors on last major purchases, by category, 2008-12
                                                                                                                                                    • Figure 106: Influence of green factors on last major purchases, by gender, December 2012
                                                                                                                                                    • Figure 107: Influence of green factors on last major purchases, by age, December 2012
                                                                                                                                                    • Figure 108: Influence of green factors on last major purchases, by gender and age, December 2012
                                                                                                                                                    • Figure 109: Influence of green factors on last major purchases, by household income, December 2012
                                                                                                                                                    • Figure 110: Influence of green factors on last major purchases, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 111: Influence of green factors on last major purchases, by marital status, December 2012
                                                                                                                                                    • Figure 112: Influence of green factors on last major purchases, by household size, December 2012
                                                                                                                                                    • Figure 113: Influence of green factors on last major purchases, by presence of children in household, December 2012
                                                                                                                                                    • Figure 114: Influence of green factors on last major purchases, by employment status, December 2012
                                                                                                                                                    • Figure 115: Influence of green factors on last major purchases, by region, December 2012
                                                                                                                                                    • Figure 116: Influence of green factors on last major purchases, by generation, December 2012
                                                                                                                                                    • Figure 117: Influence of green factors on last major purchases, by Green segments, December 2012
                                                                                                                                                  • Influence of green factors on next major purchase
                                                                                                                                                    • Figure 118: Influence of green factors on future major purchase, by category, 2008-12
                                                                                                                                                    • Figure 119: Influence of green factors on future major purchase, by gender, December 2012
                                                                                                                                                    • Figure 120: Influence of green factors on future major purchase, by age, December 2012
                                                                                                                                                    • Figure 121: Influence of green factors on future major purchase, by gender and age, December 2012
                                                                                                                                                    • Figure 122: Influence of green factors on future major purchase, by household income, December 2012
                                                                                                                                                    • Figure 123: Influence of green factors on future major purchase, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 124: Influence of green factors on future major purchase, by marital status, December 2012
                                                                                                                                                    • Figure 125: Influence of green factors on future major purchase, by household size, December 2012
                                                                                                                                                    • Figure 126: Influence of green factors on future major purchase, by presence of children in household, December 2012
                                                                                                                                                    • Figure 127: Influence of green factors on future major purchase, by employment status, December 2012
                                                                                                                                                    • Figure 128: Influence of green factors on future major purchase, by region, December 2012
                                                                                                                                                    • Figure 129: Influence of green factors on future major purchase, by generation, December 2012
                                                                                                                                                    • Figure 130: Influence of green factors on future major purchase, by Green segments, December 2012
                                                                                                                                                • Appendix: Green Trust and Claims Credibility

                                                                                                                                                    • Figure 131: Average degree of trust in environmentally related product claims, by gender, December 2012
                                                                                                                                                    • Figure 132: Average degree of trust in environmentally related product claims, by age, December 2012
                                                                                                                                                    • Figure 133: Average degree of trust in environmentally related product claims, by age and gender, December 2012
                                                                                                                                                    • Figure 134: Average degree of trust in environmentally related product claims, by household income, December 2012
                                                                                                                                                    • Figure 135: Average degree of trust in environmentally related product claims, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 136: Average degree of trust in environmentally related product claims, by marital status, December 2012
                                                                                                                                                    • Figure 137: Average degree of trust in environmentally related product claims, by household size, December 2012
                                                                                                                                                    • Figure 138: Average degree of trust in environmentally related product claims, by presence of children in household, December 2012
                                                                                                                                                    • Figure 139: Average degree of trust in environmentally related product claims, by employment status, December 2012
                                                                                                                                                    • Figure 140: Average degree of trust in environmentally related product claims, by region, December 2012
                                                                                                                                                    • Figure 141: Average degree of trust in environmentally related product claims, by generation, December 2012
                                                                                                                                                    • Figure 142: Average degree of trust in environmentally related product claims, by Green segments, December 2012
                                                                                                                                                • Appendix: Green Lifestyle Habits

                                                                                                                                                    • Figure 143: Frequency of green shopping and lifestyle habits, December 2012
                                                                                                                                                  • Always, sometimes
                                                                                                                                                    • Figure 144: Green shopping and lifestyle habits—always/sometimes, by gender, December 2012
                                                                                                                                                    • Figure 145: Green shopping and lifestyle habits—always/sometimes, by age, December 2012
                                                                                                                                                    • Figure 146: Green shopping and lifestyle habits—always/sometimes, by gender and age, December 2012
                                                                                                                                                    • Figure 147: Green shopping and lifestyle habits—always/sometimes, by household income, December 2012
                                                                                                                                                    • Figure 148: Green shopping and lifestyle habits—always/sometimes, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 149: Green shopping and lifestyle habits—always/sometimes, by marital status, December 2012
                                                                                                                                                    • Figure 150: Green shopping and lifestyle habits—always/sometimes, by household size, December 2012
                                                                                                                                                    • Figure 151: Green shopping and lifestyle habits—always/sometimes, by presence of children in household, December 2012
                                                                                                                                                    • Figure 152: Green shopping and lifestyle habits—always/sometimes, by employment status, December 2012
                                                                                                                                                    • Figure 153: Green shopping and lifestyle habits—always/sometimes, by region, December 2012
                                                                                                                                                    • Figure 154: Green shopping and lifestyle habits—always/sometimes, by generation, December 2012
                                                                                                                                                    • Figure 155: Green shopping and lifestyle habits—always/sometimes, by Green segments, December 2012
                                                                                                                                                • Appendix: Green Behaviors

                                                                                                                                                    • Figure 156: Green behaviors, by gender, December 2012
                                                                                                                                                    • Figure 157: Green behaviors, by age, December 2012
                                                                                                                                                    • Figure 158: Green behaviors, by gender and age, December 2012
                                                                                                                                                    • Figure 159: Green behaviors, by household income, December 2012
                                                                                                                                                    • Figure 160: Green behaviors, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 161: Green behaviors, by marital status, December 2012
                                                                                                                                                    • Figure 162: Green behaviors, by household size, December 2012
                                                                                                                                                    • Figure 163: Green behaviors, by presence of children in household, December 2012
                                                                                                                                                    • Figure 164: Green behaviors, by employment status, December 2012
                                                                                                                                                    • Figure 165: Green behaviors, by region, December 2012
                                                                                                                                                    • Figure 166: Green behaviors, by generation, December 2012
                                                                                                                                                    • Figure 167: Green behaviors, by Green segments, December 2012
                                                                                                                                                • Appendix: Green Attitudes

                                                                                                                                                    • Figure 168: Green attitudes, by gender, December 2012
                                                                                                                                                    • Figure 169: Green attitudes, by age, December 2012
                                                                                                                                                    • Figure 170: Green attitudes, by gender and age, December 2012
                                                                                                                                                    • Figure 171: Green attitudes, by household income, December 2012
                                                                                                                                                    • Figure 172: Green attitudes, by race/Hispanic origin, December 2012
                                                                                                                                                    • Figure 173: Green attitudes, by marital status, December 2012
                                                                                                                                                    • Figure 174: Green attitudes, by household size, December 2012
                                                                                                                                                    • Figure 175: Green attitudes, by presence of children in household, December 2012
                                                                                                                                                    • Figure 176: Green attitudes, by employment status, December 2012
                                                                                                                                                    • Figure 177: Green attitudes, by region, December 2012
                                                                                                                                                    • Figure 178: Green attitudes, by generation, December 2012
                                                                                                                                                    • Figure 179: Green attitudes, by Green segments, December 2012
                                                                                                                                                • Appendix: Attitudes Toward the Environment

                                                                                                                                                    • Figure 180: Attitudes toward the environment, by gender, August 2011-August 2012
                                                                                                                                                    • Figure 181: Attitudes toward the environment, by age, August 2011-August 2012
                                                                                                                                                    • Figure 182: Attitudes toward the environment, by household income, August 2011-August 2012
                                                                                                                                                    • Figure 183: Attitudes toward the environment, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Ecover Inc.
                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                  • Nestlé USA
                                                                                                                                                  • Niman Ranch, Inc.
                                                                                                                                                  • Publix Super Markets
                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                  • Walgreen Co

                                                                                                                                                  Marketing to the Green Consumer - US - March 2013

                                                                                                                                                  £3,174.67 (Excl.Tax)