The Market Isn’t Always Greener

Like many others, the food industry is hoping environmentally friendly “green” products will add more green to their coffers. A flurry of recent reports has said that consumers are confused, and even suspicious, about products that make green claims. But a new study says that manufacturers should also be wary of consumers’ actual purchase intent.

One of the pitfalls of consumer surveys and market research is that people have a tendency to say what they think they should vs. what they actually do. I live in my own little microcosm of that effect, as I frequently fish recyclables out from the trash because one of my theoretically more-ecologically inclined family members is too lazy to walk it to the recycle bin, wash it out and/or break down the carton.

To examine behaviors, TNS developed “Shades of Green,” a consumer segmentation approach that divides consumers into eight segments based on environmental concerns. Information Resources, Inc. (IRI) linked these consumer environmental attitudes with actual shopping and purchasing behavior to determine whether “concerned” individuals actually “walk the walk” and purchase environmentally sound products. While 82% of the population claims to make going green a priority, their behaviors vary drastically. Certain segments make a concerted effort to buy green products, but others who say they are environmentally sensitive don’t follow through with actual green purchasing behavior.

The analysis points out two key environmental attitudinal consumer segments—the “Eco-Centrics” and the “Eco-Chic” who show extremely different purchasing behaviors.

Eco-Centric consumers—high-income, educated urbanites actively trying to protect and improve the environment—are changing their buying behaviors and actually exhibiting a commitment to environmentally friendly products. The Eco-Chic segment—generally younger, more trend-influenced consumers—often claim they embrace environmental concerns, but don’t following through when making purchases. Eco-Chic consumers show a high interest, but tend to return to their favorite non-green brands, especially when faced with a choice between taste and perceived quality vs. the environment.

IRI also found that, compared to the Eco-Chic segment, Eco-Centrics read nutrition labels, avoid refined and processed foods and are concerned with ingredients such as high fructose corn syrup and trans-fatty acids. They purchase and eat organic foods, whole grains, omega-3- and antioxidant-rich foods, and heaps of fruits and vegetables, and are more likely to be on a vegetarian, gluten-free, high-fiber, low-fat, low-salt or low-sugar diets.

So, while the green trend offers real opportunities, it calls for caution in identifying customers and designing product that meet their needs. A commitment to the greater good is frequently subverted by factors such as economics, quality, convenience and good old self indulgence.

    —Lynn A. Kuntz