Capitol Communicator/WB&A Market Research - Intelligent Insights - Green Attitudes and Behaviors Webinar Presentation

Offered by: Capitol Communicator/WB&A Market ResearchINTELLIGENT INSIGHTSThe Latest Market Research on Green Attitudes and Behaviors Sponsored by:Excerpts from a webinar presented January 11,2012

BackgroundSponsored by branding and marketing communications firm, ZilYen, TheCapitol Communicator/WB&A Market Research Poll is an on-goingquarterly study of consumers in the Baltimore and Washington, DC marketson topics of interest to the communications industry.This quarter’s edition explores the following:  Consumers’ actions to improve the environment  Consumers’ reasons for living a greener lifestyle  Purchasing behavior based around environmentally friendly products/services/companies  Who is responsible for protecting the environment  Barriers to making significant environmental change  Expectations for the future Studies conducted by WB&A are available on our website (www.WBandA.com) 1

Methodology• The Poll was fielded in the Baltimore Metropolitan Statistical Area (MSA) in October 2011 and the Washington, DC MSA in November 2011.• The Poll is part of WB&A’s established MarkeTrak® study of 300 adults in each market, with a geographic sample representative of each market. Telephone interviews are supplemented with an online study of 100 consumers per market.• The Poll captures ten key demographic categories: age, gender, household income, education, marital status, race, county/area, presence of children in the household, Internet usage, and employment status. 2

Personal Actions % Always 69% % Always/Often 83% • Recycle  Paper  Glass  Aluminum  Plastic 3

Personal Actions • Recycle  Batteries % Always 37%  Ink cartridges  Motor oil % Always/Often 59%  Computers  Cell phones 4

Personal Actions Reduce Household Energy Use Always 32% Always/Often 67% 5

Personal Actions Use Reusable Shopping Bags Total DC Always 29% 47% Always/Often 56% 89% 6

Impact on Purchasing Cost vs. Environmentally Friendly Much more Somewhat Neutral Somewhat Much more cost cost environment environment 20% 24% 5% 34% 16% 7

Impact on Purchasing Effort put into being environmentally friendly when making purchases 8

Impact on Purchasing Effort Not a put into factor Strong being 10% effort 20% environmentally Keep environment friendly in mind when making 24% purchases Some effort 45% 9

Impact on Purchasing Sh o p p i n g L i s t Purchase from green Companies 19% Purchase green Products and Services 29% 10

Impact on Purchasing Choose transportation by its impact on the environment Balt: 18% Wash: 26% 11

Impact on Purchasing Contribute money to a green cause Balt: 16% Wash: 15% 12

Reasons for “Living Green” Lower Energy Costs 33% Improve Health 32% Reduce Future Environmental Generations Impact 37% 30% 13

“Green Segmentation” GREEN TO THE CORE 24% CONVENIENTLY GREEN 29% 25% 9% CONFLICTING PRIORITIES DISINTERESTED 14

“Green to the Core” (24%) Always do Green concerns green actions strongly affect Government most purchase behavior responsible for environment• Recycle basics and electronics• Use reusable • Individuals and shopping bags Liberal corporations should• Reduce energy Affluent make strong efforts use• Often contribute Many money reasons for• Choose green being green transportation Most likely to • For health blame oil • To reduce companies environmental impact • To lower energy costs Expect change in 20 years • For future generations 15

“Conveniently Green” (29%) Almost always Somewhat less likely to recycle electronics do green actions Green More likely to cite concerns lack of motivation somewhat in the American affect people as a barrier purchase to improvement behavior Live somewhat Important for future green generations lifestyles 16

“Conflicting Priorities” (25%) Live somewha t green lifestyles More likely to cite economic concerns as a barrier to Hit hard improvement by the economy Green concerns rarely affect Sometimes purchase do green behavior actions 17

“Disinterested” (9%) Rarely Protecting do green environment actions should be left up to individual Conservative Green Male concerns have little effect on purchase behavior Do not live green lifestyles Do not think individual change is very important 18

Responsibility Most Responsible For Protecting the Environment Government 26% All Equal 38% Individuals Corp 23% 12% 19

Responsibility Importance of Individual Change Not At All Not Very Somewhat Very Extremely 2%4% 22% 38% 33% 23% think individuals are most responsible for protecting the environment 20

Corporate Responsibility Almost all think Corporations corporations have should make a some responsibility to strong effort to be environmentally be green friendly 58% Only 12% think corporations/organizations are most responsible for protecting the environment 21

Barriers to Improvement Lack of motivation Economic Conditions 26% 23% Big energy/oil 20% Government 19% 22

Expectations for the Future Expectations for the environment in 20 years 41% expect the environment to be better 24% expect the environment to be about the same 32% expect the environment to be worse 23

For more information please contact:Drew DutrowDDutrow@WBandA.com

Capitol Communicator/WB&A Market Research - Intelligent Insights - Green Attitudes and Behaviors Webinar Presentation

by WBandAMktRes on Jan 24, 2012

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Capitol Communicator/WB&A Market Research - Intelligent Insights - Green Attitudes and Behaviors Webinar Presentation — Presentation Transcript