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Green Consumer Market Size & Share In US March 2014: New Released Report

Marketing To The Green Consumer In US March 2014: Research Background & Research Ideas

 

Enthusiasm for green products has increased since 2012, perhaps this is due to consumers’ perception of green as money saving. However, consumers refuse to be inconvenienced by green. They value accessibility, affordability, and quality. Companies should not presume that loyalty will come easily as consumers seek transparency and authenticity from companies that produce green products.

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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: Share of new product introductions with green claims, 2006-13

Share of Super/True Green consumers increases

Figure 2: Change in share of green consumer population, 2007-14

Market drivers

Economic drivers

Figure 3: Consumer sentiment index and unemployment, 2000-13

Consumer drivers – increasing health concerns

Government drivers – regulations and agencies

The consumer

The green market may be on the rise

Figure 4: Change in green purchasing, January 2014

Give consumers the whole package

Figure 5: Reasons for purchasing green more often, January 2014

Green supermarkets and dry cleaners are at the forefront of consumer consideration

Figure 6: Impact of environmental practices on purchasing decision, January 2014

Consumers are willing to pay a premium for green

Figure 7: Willing to spend extra for green products, January 2014

Saving money may trump green ideals

Figure 8: Attitudes toward the green movement and green marketing, January 2014

What we think

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Issues and Insights

For the love of green or money?

The issues

The implications

A new green attitude: how is green purchase behavior changing?

The issues

The implications

Consumers want a little less talk and a lot more action

The issues

The implications

Trend Application

Inspire trend: Locavore

Inspire trend: Creature Comfort

Mintel futures: Brand Intervention

Green Market Indicators

Key points

Overview

Household

Cleaning products

Figure 9: Household cleaners – share of product introductions with green claims, 2002-13

Paper products

Figure 10: Household paper – share of product introductions with green claims, 2002-13

Food and beverage

Packaged food

Figure 11: Packaged food – share of new product introductions with green claims, 2002-13

Beverage

Figure 12: Beverage – share of new product introductions with green claims, 2002-13

Personal care

Figure 13: Personal care – share of new product introductions with green claims, 2002-13

Automotive

Figure 14: Total US unit sales of total hybrid and plug-in electric vehicle sales, 2008-18

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Green Market Drivers

Key points

Market drivers

Green products account for growing share of new product introductions

Figure 15: Share of new product introductions with green claims, 2006-13

Figure 16: Share of new product introductions with a green claim, by category, 2002-13

Economic drivers

Confidence hits five-year high as unemployment rate decreases

Figure 17: Consumer sentiment index and unemployment, 2000-13

Consumer drivers

Increased awareness of potential consequences of pollution

Health concerns intensify demand for GMO-free

Figure 18: Share of new food and drink product introductions with a GMO-free claim, 2009-13

Figure 19: GMO-free cereals index, 2008-13

Consumer drivers for natural products

Figure 20: Personal care, by green claim, January 2014

Green organizations empower consumers to take a stand on GMOs

Government drivers

Federal Trade Commission enforcements

Automotive regulations

Leading Companies

Key points

Fact, fiction, or contradiction?

Green healthcare has stepped down, Green retailers have stepped up

Figure 21: Top 10 green companies, based on environmental impact, management, and disclosure, 2012

Consumers perceive retailers, healthcare, and consumer goods as industries with the top green brands

Figure 22: Top 10 green companies/brands, based on consumer opinion, 2012

Mind the gap

Figure 23: Top 10 green companies/brands, based on consumer perception versus performance, 2013

Figure 24: Top 10 green companies/brands, based on performance versus consumer perception, 2013

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