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TABLE OF CONTENTS
Introduction & Background
Methodology
Methodological Notes
Introduction to the 2007 European LOHAS Consumer Trends
Study
Chapter 1: Attitudinal, Behavioral, and Demographic
Perspective
Total European Sample Segmentation Results
Segmentation Comparison to the U.S. Population
Similarities Between the U.S. and Europe
Major Differences Between the U.S. and Europe
Variances in Segmentation Across European Countries
Select Country Comparison
Demographic Differences in LOHAS Consumers by Country
The Importance of Leading a Healthy Lifestyle
Price Sensitivity Levels
The Green Influence Factor
Green Attitude Versus Action
Green Behavior Patterns
The Influence of Seals and Certificates
Personal Decisions to Affect Climate Change
The Role of Media
Chapter 2: Summary CSR Attitudes and Consumer Behavior
Corporate Social Responsibility Takes Center Stage
The Role of Values in Shaping Purchase Decisions
Consumer Preferences for Business Priorities
Choice of Environmentally Friendly Products
Importance of Select Consumables’ Environmental
Impact
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Ownership of LOHAS Durables
Chapter 3: A Focus on the U.K.
U.K. LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in the U.K.
U.K. LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
Chapter 4: A Focus on Spain
Spanish LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in Spain
Spanish LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
Chapter 5: A Focus on Portugal
Portugal LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in Portugal
Portugal LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
Chapter 6: A Focus on the Netherlands
Netherlands LOHAS Segment Distribution
Driver to LOHAS Segment Membership in the Netherlands
Netherlands LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
Chapter 7: A Focus on Belgium
Belgium LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in Belgium
Belgium LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
Chapter 8: A Focus on France
France LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in France
France LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
Chapter 9: A Focus on Italy
Italy LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in Italy
Italy LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summary Media Consumption
Magazine Readership
Chapter 10: A Focus on Germany
Germany LOHAS Segment Distribution
Drivers to LOHAS Segment Membership in Germany
Germany LOHAS Segment Demographic Features
Price Sensitivity
Influence Over Others
Green Apathy Versus Action
Select Green Behaviors
The Role of Values in Shaping Purchase Decisions
Importance of Authenticity and Transparency in Socially
Responsible Business
Ownership of LOHAS Consumables
Attitudes Related to Organic Food
Beliefs & Trust Levels About Organic Food
Ownership of LOHAS Durables
Summery Media Consumption
Magazine Readership
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