LOHAS Global Reports
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Reports are currently available for: |
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Reports can also be ordered for the following countries and will take 3 weeks to complete after receipt of payment:
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NMI designed the Global LOHAS Consumer Trends Database® (LCTD) in 2010 to measure and describe the global marketplace for LOHAS products/services, the consumers that use them, consumers' expectations of corporate behavior, and attitudes toward environmental and social issues. Particular attention is paid to consumers' attitudes, behaviors, psychographics, lifestyle activities, and product/service usage patterns in order to provide readers with the information they need to capitalize on growing sustainability and corporate responsibility initiatives.
In many ways, this project scope has evolved beyond a typical market research study that focuses solely on buying behavior and product benefits. Because consumers are increasingly "voting with their dollars" and aligning their personal values with the brands they buy, companies need to understand consumers' expectations beyond simply the product. And, they need to articulate and demonstrate their own values – what the brand and the company stand for (beyond basic product attributes and benefits) and how they manifest what they really stand for.
Undertaken by NMI on behalf of its sponsor clients, this research was fielded in August 2010 via a primary consumer survey of 1000 general population adults in each of 7 countries (Brazil, UK, France, Germany, Italy, Russia, Japan). The results of this survey are nationally representative on local geographic coverage to each country's adult population and statistically valid at the 95% confidence level +/- 3.1%. The data have been post-weighted to match multiple census demographic measures. The study utilized a leading online research firm, and was designed, managed, and analyzed by NMI.
Development of NMI's unique and proprietary global LOHAS segmentation model began with evaluating over 170 different attitudinal and behavioral variables, later narrowed to approximately 15. Cluster centers were defined as dense regions in the multi-variate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
This segmentation can be used to identify and predict LOHAS segment membership as part of a quantitative extrapolative analysis of future consumer behavior. Each segment is mutually exclusive and is designed to have the maximum differentiation between consumer groups and the maximum homogeneity within each consumer group. The predictive accuracy is high at 80%.
Chapter 1 - Introduction
Table of Contents
Introduction: Sustainability is Mainstream and Global
Research Methodology
Statistical Definitions
NMI's Brazilian LOHAS Consumer Segmentation Model Overview
LOHAS Segments by Age Groups
LOHAS Segments by Income Groups
The LOHAS Consumer
NATURALITES
DRIFTERS
CONVENTIONALS
UNCONCERNEDS
Demographic Profiles
Global LOHAS Consumer Distribution
Chapter 2 – Climate Change, Energy and Water Concerns
Concern About Climate Change and Related Issues
Carbon Related Terminology Awareness
Interest in Companies Reducing Carbon Footprint
Energy Conservation Behaviors at Home
Transportation-Related Energy Conservation Behaviors
Concerns About Water Quality
Concerns About Water Conservation
Chapter 3 - The Role of Packaging: Pre and Post Consumption
Recycling Habits Among General Population
Recycling Among LOHAS, DRIFTERS and CONVENTIONALS
Composting Behaviors
Importance of Environmentally-Friendly Packaging Alternatives by GP
Packaging Attitudes
Packaging Criteria for Purchase of Food & Non-Food Categories
Chapter 4 – Corporate Responsibility
Socially Responsible Business Among Select Brand Users
Consumers' Understanding of a Company's Sustainability Efforts Across Relevant Groups
Consumer Consideration of the Impact of Manufacturing Practices
Impact of Corporate Social Responsibility
Impact of Corporate Social Responsibility by Category Users
Aligning Values and Shopping Decisions
Balancing Economic Development and Environmental Protection
Chapter 5 – Certifications and Communications
Green Influencers
Impact of Seals
Recognition of Seals Among General Population
Purchase Impact of Seals Among Segments
Purchase Impact of Seals Among Category Users
Frequency of Searching for Green Information
Online Behaviors
Chapter 6 – Individual Action
Perceived Current & Future Involvement in Protecting the Environment
Perceived Current & Future Involvement in Protecting the Environment Among Segments
Green Apathy
Is Environmentalism a Fad or Here to Stay?
Green Living: Personal Steps to a Better Planet
Green Living Behaviors by Segment
Price Sensitivity for Green Products
Purchase of Green Products
Barriers to Buying Green
Channel Shopping Patterns
Chapter 7 – Natural, Organic and Local
Concern About Conventional Agriculture
Concern About Conventional Agriculture by Segment
Awareness of Agriculture Terminology by Segment
Importance of Natural and Organic for CPG
Shopping Visits to Locally-Oriented Food Outlets
Environmental Lifecycle Impact of CPG Categories
Differences in Importance of Environmental Lifecycle Impact of CPG Categories by Segment
Chapter 8 – Consumer Involvement with Green CPG
Interest in Green Product Categories
Purchases of Green Categories by Segment
Purchase Drivers for Household Cleaning Products Among General Population
Purchase Drivers for Household Cleaning Products Among LOHAS Consumers
Purchase Drivers for Household Paper Goods Among General Population
Purchase Drivers for Household Paper Goods Among LOHAS Consumers
Usage of Natural/Organic Personal Care Products Among General Population
Personal Care Purchase Drivers Among General Population (Top Drivers*)
"Green/Free" Purchase Drivers for Personal Care Products Among Segments
Types of Foods and Beverages Purchased in Past Three Months Among General Population
Types of Foods and Beverages Purchased in Past Three Months Among Segments
Nutritional Supplement Usage
Interest in Green Durables and Services
Adoption of Green Durables and Services Among Segments
Segment Membership Among Category Users
Chapter 9 – Connection of Personal and Planetary Health
Healthy Living Attitudes
Food Characteristics Checked Most Often on Labels
Diet Characteristics
Importance of Diet in Maintaining a Healthy, Balanced Lifestyle
Importance of Stores Carrying Healthy and Sustainable Foods
Exercise and Health
NMI Global LOHAS Research Opportunities –A history of consumer trends and insight
Chapter 1: Introduction
Introduction: Sustainability is Mainstream and Global
Research Methodology
Statistical Definitions
NMI's UK LOHAS Consumer Segmentation Model Overview
Trended UK LOHAS Segmentation
LOHAS Segments by Age Groups
LOHAS Segments by Income Groups
The LOHAS Consumer
NATURALITES
DRIFTERS
CONVENTIONALS
UNCONCERNEDS
Demographic Profiles
Global LOHAS Consumer Distribution
Chapter 2: Climate Change and Energy
Concern about Environmental Issues
Carbon Related Terminology Awareness
Interest in Companies Reducing Carbon Footprint
Interest in Companies Reducing Carbon Footprint Among Category Users
Energy Conservation Behaviors at Home
Transportation-Related Energy Conservation Behaviors
Concerns About Water Quality
Concerns About Water Conservation
Chapter 3: The Role of Packaging: Pre & Post Consumption
Recycling Habits Among General Population
Recycling Among Segments
Composting Behaviors
Importance of Environmentally-Friendly Packaging Alternatives by GP
Packaging Attitudes
Packaging Criteria for Purchase of Food & Non-Food Categories
Chapter 4: Corporate Responsibility
Interest in Socially Responsible Business Among Select Brand Users
Consumers' Understanding of a Company's Sustainability Efforts Across Relevant Groups
Consumer Consideration of the Impact of Manufacturing Practices
Impact of Corporate Social Responsibility
Impact of Corporate Social Responsibility by Category Users
Aligning Values and Shopping Decisions
Balancing Economic Development and Environmental Protection
Chapter 5: Certifications and Communications
Green Influencers
Impact of Seals Among User Groups
Trended Impact of Seals
Recognition & Understanding of Seals Among General Population
Trended Recognition of Seals Among General Population
Purchase Impact of Seals Among Segments
Trended Purchase Impact of Seals Among Segments
Frequency of Searching for Green Information
Online Behaviors
Chapter 6: Individual Action
Perceived Current & Future Involvement in Protecting the Environment
Perceived Current & Future Involvement in Protecting the Environment Among Segments
Green Apathy
Is Environmentalism a Fad or Here to Stay?
Green Living: Personal Steps to a Better Planet
Green Living Behaviors by Segment
Price Sensitivity for Green Products
Trended Willingness to Pay More for Green Products
Purchase of Green Products
Barriers to Buying Green
Channel Shopping Patterns
Chapter 7: Natural, Organic and Local
Concern about Conventional Agriculture
Concern About Conventional Agriculture by Segment
Trended Concern about Conventional Agriculture by Segment
Awareness of Agriculture Terminology by Segment
Importance of Natural and Organic for CPG
Shopping Visits to Locally-Oriented Food Outlets
Environmental Lifecycle Impact of CPG Categories
Differences in Importance of Environmental Lifecycle Impact of CPG Categories by Segment
Chapter 8: Consumer Involvement with Green CPG
Interest in Green Product Categories
Purchases of Green Categories by Segment
Purchase Drivers for Household Cleaning Products Among General Population
Purchase Drivers for Household Cleaning Products Among LOHAS Consumers
Purchase Drivers for Household Paper Goods Among General Population
Purchase Drivers for Household Paper Goods Among LOHAS Consumers
Usage of Natural/Organic Personal Care Products Among General Population
Personal Care Purchase Drivers Among General Population
Green and Healthy Purchase Drivers for Personal Care Products Among Segments
Types of Foods and Beverages Purchased in Past Three Months Among Segments
Nutritional Supplement Usage
Interest in Green Durables and Services
Adoption of Green Durables and Services Among Segments
Segment Membership Among Category Users
Chapter 9: Connection of Personal and Planetary Health
Healthy Living Attitudes
Food Characteristics Checked Most Often on Labels
Diet Characteristics
Importance of Diet in Maintaining a Healthy, Balanced Lifestyle
Importance of Stores Carrying Healthy and Sustainable Foods
Exercise and Health