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Understanding the LOHAS Market

Table of Contents

TOPIC

Chapter 1: Introduction & Background
Methodology
Methodological Notes
Introduction to the 2007 Study
Key LOHAS Insights
1-From Purchaser to Participant
2-Sustainable Style
3-Shades of Green for Everyone
4-Greenwashing Washout
Explanation of the LOHAS Segmentation Model
Change in Segment Sizes Between 2005 & 2007
LOHAS Consumer Snapshot- Attitudes & Behaviors
LOHAS Consumer Snapshot- Demographics
LOHAS Consumer Snapshot- Lifestyle
NATURALITES Snapshot- Attitudes & Behaviors
NATURALITES Snapshot- Demographics
NATURALITES Snapshot- Lifestyle
DRIFTERS Snapshot-Attitudes & Behaviors
DRIFTERS Snapshot-Demographics
DRIFTERS Snapshot-Lifestyle
CONVENTIONALS Snapshot-Attitudes & Behaviors
CONVENTIONALS Snapshot-Demographics
CONVENTIONALS Snapshot-Lifestyle
UNCONCERNEDS Snapshot-Attitudes & Behaviors
UNCONCERNEDS Snapshot-Demographics
UNCONCERNEDS Snapshot-Lifestyle
The Role of Personal versus Planetary Health
The Multigenerational Impact of Baby Boomers
LOHAS as Early Adopters
A Global Perspective on LOHAS Consumers

Chapter 2: Grounding LOHAS Awareness and Key Characteristics
Awareness of LOHAS-Related Terminology
Awareness of Eco-Terminology by Generation
Top of Mind Associations with the Term “Sustainability”
Trends in Consumer Understanding of the Term “Sustainability”
Is Environmentalism a Fad?
Level of Concern About the Environment & Motivation
Who’s Leading?
A Focus on Global Warming: Awareness and Concern
A Focus on Global Warming: Consumer & Corporate Action
Blurring of Natural and Organic
Attitudes Toward Social Issues
Attitudes Toward Health and Wellness
Societal Issues of Concern Among U.S. Consumers
Societal Issues of Concern Among Segments
Branding & Loyalty Dynamics
Branding & Loyalty Among Segments
Early Adoption
Level of Influence on Others
Trends in Price Sensitivity
Price Sensitivity Among the Segments
Environmental Apathy
Empowering LOHAS Behavior
The Role of Materialism
A Multi-Cultural Look at the LOHAS Segmentation Model
A Multi-Cultural Look at the LOHAS Marketplace

Chapter 3: Sources of Information
Importance of Validation of Green Claims
Recognition of Seals
Trended Awareness of Seals
Purchase Impact of Seals-Government & Non-Profit Organizations
Purchase Impact of Seals-Corporate Initiated
Awareness versus Purchase Impact of Labeling and Seals
Media’s Role in Communicating About the Environment
The Role of Self-Discovery
Top Magazine Readership Patterns
Other Media Sources
The Impact of the Internet
Specific Internet Site Patterns
Summary of Environmental Sources of Influence

Chapter 4: LOHAS Lifestyles
Trends in Consumer Actions to Protect the Environment
Segments’ Environmentally Conscious Behavior
Detailed Recycling Behavior
Recycling Behavior By Generation & Income
It’s Election Time: LOHAS Consumers & Politics
Organizational Memberships
Charitable Donation Patterns
The Importance of Building a Sense of Community
The Role of Religion and Spirituality
The Role of Physical Fitness
Hobbies and Interests
Meat Consumption Dynamics
LOHAS Consumers are Not Healthy Across All Behaviors
Premium Green/Eco-Luxury Attitudes
Premium Green/Eco-Luxury By Income

Chapter 5: Views of Corporate Responsibility
Importance of Corporate Citizenship
Importance of Specific Types of Corporate Social Responsibility
Behavioral Effects of CSR
Trends in Behavioral Impact of CSR
General Population Interest in Types of CSR
Is the Devil in the Details?
Trust in CSR: Fact or Fiction?
Consumer Awareness of Specific Company CSR Strategies

Chapter 6: LOHAS Consumer Behavior
Importance of Environmental Impact of Products
Trends in the Importance of Products’ Environmental Impact
Interest in Green Products
Eagerness for Green and the Market Opportunity
Is Buying Green a Sacrifice or a “Feel Good?”
Usage of LOHAS Fast-Moving Consumer Goods
Trends in LOHAS Fast-Moving Consumer Goods
LOHAS Segmentation of Organic Usage Over Time
Bottled Water Backlash
Perceived Environmental Friendliness of Packaging Materials
Awareness, Understanding and Importance of Environmentally Friendly Packaging Terms
Attitudes Toward Packaging of Products
Expectations for Manufacturers on Environmentally-Friendly Packaging
Usage of LOHAS Durable Products
Trends in Usage of LOHAS Durable Products
Usage of Alternative Healthcare
Usage of LOHAS Services
LOHAS Product Integration
Barriers to Buying Environmentally-Friendly Products
Changes in Barriers
LOHAS Consumers-Retailer Shopping Patterns
LOHAS Consumers-Secondary Retailers
Segments Shop Differently
Trends in LOHAS Shopping Patterns
The Dynamics of Plastic Grocery Bags
Role of the Internet in Selling LOHAS Products