Do "Green" Conscious Consumers Practice What They Preach? New Consumer Purchase Data...

Do "Green" Conscious Consumers Practice What They Preach? New Consumer Purchase Data Reveals That Many Do Not!

Even among Consumers who Claim to be Environmentally Concerned,
Significant Gaps Exist when it Comes to Product and Store Choice
CHICAGO--(Business Wire)--
Information Resources, Inc. (IRI), the leading global provider of
consumer, shopper, and market insights for consumer packaged goods
(CPG), retail, and healthcare industries, today revealed new findings
from a study based on TNS' Shades of Green Segmentation, which shows
distinct variations in buying behaviors even among those consumers who
claim to be concerned with the environment. An analysis of numerous
"green" product purchases across a variety of categories revealed
significant disparity in how well environmentally conscious consumers
actually follow their convictions by purchasing environmentally
friendly products.

Leveraging its partnership with TNS, the IRI study uses TNS'
Shades of Green, a consumer segmentation approach that was generated
from a comprehensive global environmental survey of thousands of
individuals. By analyzing survey responses, TNS segmented consumers
into eight distinct attitudinal segments based upon environmental
concerns. By applying the TNS Shades of Green segmentation to its U.S.
Consumer Network purchase panel, IRI was able to link the attitudes
that individuals have toward the environment with their actual CPG
shopping and purchasing behavior to determine whether "concerned"
individuals actually follow through by purchasing environmentally
sound products.

"This analysis proves not only the efficacy of the Shades of Green
segments in defining consumers to target, but also the undeniable
importance of green positioning to manufacturers and retailers" says
IRI President of Consumer and Shopper Insights Robert I. Tomei.
"Eighty-two percent of the population claims to make going green a
priority, but as this data proves, the behaviors of those consumers
vary drastically. While certain 'green' conscious consumers do make a
concerted effort to buy 'green' products, there are certain segments
of the population that are environmentally sensitive but that does not
necessarily translate into their actual behavior. This inconsistency
is the real challenge for marketers and retailers in order for them to
fully understand the nuances of green consumers and how to market to
them effectively."

Tomei continued, "Given some of the obvious issues that consumers
face in today's market, such as high gas prices, higher unemployment
rates, and concerns over the financial investment community, it will
be increasingly more challenging for many consumers to incorporate
their sensitivity to the environment into their actual behavior,
particularly for those 'green' products that may cost more to
purchase."

The analysis reveals that despite containing individuals who claim
eco-friendly beliefs, two key environmental attitudinal consumer
segments--the "Eco-Centrics" and the "Eco-Chic"--show extremely
different behavioral patterns related to green product purchases.

While Eco-Centric consumers have shown a willingness to change
their buying behavior and a commitment to use of
environmentally-friendly products, the Eco-Chic segment, comprised of
younger, more trend-influenced consumers, appears more interested in
riding the wave of environmental consciousness by claiming to embrace
environmental concerns, but not following through with their dollars.

Eco-Chic consumers did show a willingness to try some green
products at a comparable rate to the Eco-Centrics, but unlike the
Eco-Centrics, the Eco-Chic consumers ultimately returned to their
favorite non-green brands. For example, the Eco-Chic group was quick
to purchase products from a recently launched eco-friendly household
cleaning line, but their repeat rates for the same products were well
below the general population average. In addition, when asked to
choose between taste and perceived quality versus environmental
friendliness, they ultimately chose the former as seen by lower than
average purchasing of eco-friendly food and beauty items in
categories, such as cereal, milk, oral care, and skin care.

In contrast, the Eco-Centric segment, comprised of high-income,
educated urbanites actively doing their part to protect and improve
the environment, truly appears to follow through on their
environmental beliefs with purchases of eco-friendly products. In 15
of 16 eco-friendly product groups analyzed, the Eco-Centrics tried
products at a rate above the general population. Their willingness to
try eco-friendly products spans from their food and beverage
purchases, including cereal, yogurt, and milk, to their personal care
and cleaning product purchases, including oral care, skin care, and
laundry detergent. Perhaps more importantly, they continued to
purchase these eco-friendly products--with especially high repeat
indices for light bulbs and dish detergent--illustrating their
long-term environmental commitment.

In terms of retail shopping, the Eco-Centrics were more likely
than average to shop in Trader Joe's and the club store outlet, the
latter possibly an attempt to save gas by combining needs into a
larger stock-up trip. They also shop pet specialty outlets, extending
their eco-consciousness to their pets though purchases of eco-friendly
pet food and pet care items, such as dog and cat food.

Eco-Centric and Eco-Chic consumers also differ outside of product
purchasing, with a significant disparity in these Shades of Green
segments' health attitudes revealed by their responses to the IRI
MedProfiler Health and Wellness Survey.

Unlike the Eco-Chic segment, the Eco-Centrics read nutrition
labels, are concerned with ingredients, such as high fructose corn
syrup and trans-fatty acids, and avoid refined and processed foods.
They practice healthy habits, such as eating organic foods, whole
grains, omega-3 and antioxidant rich foods, and plenty of fruits and
vegetables. This segment is also more likely to be on a vegetarian,
gluten-free, high- fiber, low-fat, low-salt, or low-sugar diet.

On the other hand, Eco-Chic consumers are much less concerned
about their health across the board. Although they are less likely to
practice any kind of diet, read nutritional labels, or engage in
healthy habits, they generally feel they are doing enough to stay
healthy. They also indulge in fast food more than the general
population.

For more information about the IRI / TNS Shades of Green
Segmentation service, visit:
http://usa.infores.com/ProductsSolutions/AllProducts/AllProductsDetail
/tabid/159/productid/68/Default.aspx

For more information about the IRI MedProfiler Health and Wellness
Survey service, visit:
http://usa.infores.com/ProductsSolutions/AllProducts/AllProductsDetail
/tabid/159/productid/63/Default.aspx

(Due to the length of these URLs, they may need to be
copied/pasted into your Internet browser's address field. Remove the
extra space if one exists.)

For more information about TNS' Global Shades of Green Study,
visit: http://tns-us.com/greenlife/

About TNS

TNS is a global market information and insight group.

Its strategic goal is to be recognized as the global leader in
delivering value-added information and insights that help its clients
make more effective business decisions.

TNS delivers innovative thinking and excellent service across a
network of 80 countries. Working in partnership with clients, TNS
provides high-quality information, analysis and insight that improve
understanding of consumer behavior.

TNS is the world's leading provider of customized services,
combining sector knowledge with expertise in the areas of Product
Development & Innovation, Brand & Communications, Stakeholder
Management and Retail & Shopper. TNS is a major supplier of consumer
panel, media intelligence and audience measurement services.

TNS is the sixth sense of business(TM).

www.tns-us.com

About IRI

IRI is the world's leading provider of consumer, shopper, and
retail market intelligence and insights supporting 95 percent of the
FORTUNE Global 500 consumer packaged goods (CPG), retail and
healthcare companies. Only IRI offers the unique combination of
integrated market information, automated and predictive analytics,
innovative enabling technologies, and domain expertise. With IRI,
leading retailers and manufacturers are able to quickly discover
breakthrough insights driving smarter decisions and actions across the
enterprise for breakthrough results. Companies around the world depend
on IRI for improved productivity, stronger brands, and dramatic
revenue growth. For more information, visit http://us.infores.com.

IRI
John McIndoe
E-mail: john.mcindoe@infores.com
Phone: (312) 474-3862
Fax: (312) 474-3420

Copyright Business Wire 2008