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Invoke Live! – Conscious Consumption Part II:            From Market to Home            Key Findings ReportJune 2012
Table of Contents                                                                                                      Pag...
Background and ObjectivesObjectives             •   In the second installment of its Conscious Consumers series,          ...
Key Insights
Key Insights    •   Overall, Americans do consider themselves to be green—just not as proactively green as we        think...
EXECUTIVE SUMMARY
Executive Summary    • Consumers’ perceptions of being green is generally positive although many see it as      an expensi...
Executive Summary    • While over 2/3 of consumers consider themselves green, only about 50% of      participants are talk...
Executive Summary    Being Green at Home: The Kitchen    •Although recycling was the most common green kitchen behavior, c...
Executive Summary     Being Green at Home: The Kitchen (cont.)     •The laundry is another area where many consumers pract...
Executive Summary     Being Green at Home: General Household Habits and Practices     •For the remainder of the house, gre...
PERCEPTIONS OF BEING GREEN
Being green is admirable, but not always economically feasible. • The majority of consumers view being green as a good thi...
Despite economic barriers to buying green products, most       consumers consider themselves to be green. •    Those who m...
Recycling and conserving energy fuel perceptions of leading a      green life. Recycling seems to be consumers’ point of e...
Being green is not a universal topic of conversation but some do      discuss recycling with their friends and family. • W...
The kitchen and the bathroom are seen as the most important       rooms to focus green habits upon. • Given that the kitch...
BEING GREEN AT HOME
THE KITCHEN
Green kitchen habits center on recycling , conserving energy and     reusing containers or bags.Recycling and having energ...
Energy Star rated appliances are seen as not only good for the environment          but the consumers’ wallet.     •     E...
CLEANING
Only ½ of participants are using natural or non-toxic cleaners despite indicating that        using products that are safe...
Consumers are split over the critical criteria for choosing a cleaning product:       germ killing vs. environment friendl...
Green laundry habits are driven more by cost savings than concern       for the environment.•    The majority of     consu...
GENERAL HOUSEHOLDHABITS AND PRACTICES
Green bathroom habits consist primarily of conserving water.• The majority of consumers  conserve water—taking  shorter sh...
Green efforts in the living room are all about saving electricity.• Green habits in the living  room revolve around  conse...
Programmable thermostats and insulation are being used by      consumers to regulate the temperature in their homes.      ...
Fans, blinds and curtains are popular tools in consumers’ efforts        to save on AC and heating costs.•     Consumers u...
OUTSIDE & THE GARAGE
Responsible water usage, avoidance of pesticides and planting      gardens top consumers’ green outdoor habits.• Many cons...
Driving continues to be the core mode of transportation, making      fuel costs of greatest importance to consumers.      ...
PARTICIPANT PROFILES
Demographics                                         cc35                  © Invoke Solutions - Confidential
Household Description                                                  cc36                           © Invoke Solutions -...
Residency Profile                                              cc37                       © Invoke Solutions - Confidential
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Conscious Consumption: From the Market to the Home

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In the second installment of its Conscious Consumers series, Invoke explored the green behaviors that consumers are actually practicing at home and what key drivers and barriers exist around the adoption of these habits.

This study used Invoke’s Live online, real-time research platform to speak to a sample made up of 104 individuals plus Invoke’s Open asynchronous platform made up of 104 individuals (total sample = 208).

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Transcript of "Conscious Consumption: From the Market to the Home"

  1. 1. Invoke Live! – Conscious Consumption Part II: From Market to Home Key Findings ReportJune 2012
  2. 2. Table of Contents Page Background and Objectives 3 Key Insights 4 Executive Summary 6 Perceptions of Being Green 12 Being Green at Home 18 Being Green at Home: The Kitchen 19 Being Green at Home: Cleaning 22 Being Green at Home: General Household Habits and Practices 26 Being Green at Home: Outside and the Garage 31 Appendix: Participant Profiles 342 © Invoke Solutions - Confidential
  3. 3. Background and ObjectivesObjectives • In the second installment of its Conscious Consumers series, Invoke explored the green behaviors that consumers are actually practicing at home and what key drivers and barriers exist around the adoption of these habits.Participant Design • This study used Invoke’s Live online, real-time research platform to speak to a sample made up of 104 individuals plus Invoke’s Open asynchronous platform made up of 104 individuals defined by the following criteria (total sample = 208): • Adults, Ages 18+ • Mix of household incomes, regions, education, ethnicities • Primary grocery shopper • Not employed in Marketing, Market Research, Advertising, or Public Relations3 © Invoke Solutions - Confidential
  4. 4. Key Insights
  5. 5. Key Insights • Overall, Americans do consider themselves to be green—just not as proactively green as we think. 68% of consumers do consider themselves (or their habits) to be green and do things that ultimately benefit the planet such as recycling or conserving how much energy they use at home but not necessarily the more proactive habits (growing their own vegetables, buying green products, using alternative energy sources, etc.). • Cost is the key driver of how green Americans are. Financial concerns trump consumers’ desire to do good for the environment. Replacing appliances and fixtures with more environmentally friendly substitutes, buying green cleaning products and environmentally friendly food products all require financial investments that many consumers are unwilling or unable to make. Even when already doing green things— like washing clothes with cold water and using Energy Star rated appliances—the strongest motivation is financial and the cost savings consumers will get from them. • Perceived value is another barrier to adoption of green habits—particularly when thinking about cleaning products. More expensive, green cleaning products suffer from the perception that they don’t get things as clean as harsher, less environmentally friendly and less expensive products, thereby not providing value for the money. • Being green is most important in the kitchen and bathroom. Because these rooms house the appliances, fixtures and products that dominate the household’s budget, consumers view these rooms as being the most critical areas to conserve electricity and water, benefiting not only the planet but the household’s finances.5 © Invoke Solutions - Confidential
  6. 6. EXECUTIVE SUMMARY
  7. 7. Executive Summary • Consumers’ perceptions of being green is generally positive although many see it as an expensive endeavor. Most consumers recognize that green products tend to come with higher price tags than their less environmentally friendly competitors. • The higher price of being green therefore, tends to become a barrier to adoption of many environmentally friendly habits. • Despite many participants indicating that they can’t afford to be as green as they often want to be, 68% of them do consider themselves green. This perception is fueled by their belief that by recycling and conserving energy they are leading a green lifestyle. • Given the higher cost of being green, it is not surprising that those who think of themselves as green tend to be more affluent (household income greater than $50,000) and college educated. • We also see that there is a generational difference, with seniors tending to be less green than younger Americans. This too could be a function of limited financial resources prohibiting the adoption of green habits.7 © Invoke Solutions - Confidential
  8. 8. Executive Summary • While over 2/3 of consumers consider themselves green, only about 50% of participants are talking to their friends and family about being green. • This relative lack of excitement (if it was something they were passionate about it would more often be a topic of conversation) about the lifestyle is not really surprising given a recent poll which indicated that Americans’ concern for the planet had dropped by 9% since 2009, supplanted by concerns about the presidential election and health care reform. • Adoption of a green lifestyle at home is most important in the kitchen and the bathroom: • The kitchen is seen as an important focus for green efforts because of its significant energy consumption (appliances and water) and the fact that the household’s meals are prepared here. It is also seen as the center of the household’s recycling efforts (the green habit most practiced by consumers). • Similar to the kitchen, the amount of resources being consumed in the bathroom make it an important part of the home in which to practice green habits.8 © Invoke Solutions - Confidential
  9. 9. Executive Summary Being Green at Home: The Kitchen •Although recycling was the most common green kitchen behavior, consumers also tend to have energy efficient appliances and they use reusable shopping bags and storage containers—all of which are seen as great ways to not only help the environment but save money. •Energy Star rated appliances are viewed as an important part of most consumers homes—with 74% already owning Energy Star rated appliance and 85% indicating that it would be very important to have for future appliance purchases. • The Energy Star rating is clearly seen as a way for consumers to save energy, thereby saving money. Reduced energy consumption and its positive impact on the environment is seen more as a side benefit to the rating. •While about half of consumers say they use non-toxic or natural household cleaners, the largest proportion of participants (76%) use regular cleaners. This usage is not only driven by the higher cost of green cleaners relative to their regular alternatives, but also the perception that green cleaners do not do as good a job of getting the house clean and killing germs. • It is interesting to note that many participants who indicated that they used green cleaners also keep the harsher cleaning products on hand for more thorough cleaning jobs.9 © Invoke Solutions - Confidential
  10. 10. Executive Summary Being Green at Home: The Kitchen (cont.) •The laundry is another area where many consumers practice green behavior—using HE washing machines, washing clothes in cold water and only washing full-loads of laundry. However, it is interesting to note that the driver behind this behavior is not the positive impact it will have on the environment but instead the positive impact it has on their wallet. Consumers see the money they save as the key benefit and the planet saving as a perk. Being Green at Home: The Bathroom •Green practices in the bathroom are focused primarily on conserving resources— electricity and water—which in turn save money. Most consumers typically use less water in the bathroom—taking shorter showers, turning the faucet off when brushing their teeth or shaving and when possible using low-flow faucets and fixtures. • That being said, many indicated that the greatest barrier to doing more in the bathroom (replacing fixtures with more eco-friendly versions or buying natural products) is the cost.10 © Invoke Solutions - Confidential
  11. 11. Executive Summary Being Green at Home: General Household Habits and Practices •For the remainder of the house, green efforts focus primarily upon conserving energy and ultimately keeping utility bills as low as possible. • 92% of consumers turn off lights when they leave a room and 81% use energy efficient bulbs throughout the house. • Heating and cooling expenses are controlled by using fans, programmable thermostats and protecting their home from the outside temperatures with insulation, blinds, curtains and window films. Being Green at Home: Outside and the Garage •Americans’ efforts to be green outside of the house also center around conserving resources. • Yard maintenance is a strategic endeavor for consumers, particularly in how they water their plants and lawn—waiting until it is absolutely necessary and watering either in the evenings or mornings. • When it comes to how they get around, most Americans still rely on cars (either by preference or necessity) and therefore focus many of their green efforts on making sure the car runs at peak performance and that they don’t waste gas with unnecessary trips.11 © Invoke Solutions - Confidential
  12. 12. PERCEPTIONS OF BEING GREEN
  13. 13. Being green is admirable, but not always economically feasible. • The majority of consumers view being green as a good thing, agreeing that doing small things has a positive impact • However, many people do not go beyond recycling or conserving energy as the cost of ‘green’ products is perceived as too high and not practical for their personal finances. “I think that being green is a great idea, but in small steps and increments. I dont feel like everyone should feel like they "have" to run out and get solar panels or buy only recycled or organic products.” “Definitely. I always recycle and try to conserve water, energy, etc. Im “Being green sounds really good because just a bit reluctant to pay extra for it means that you are being products that are considered "green" environmentally friendly. I think about it because I think companies should a lot because I’m always recycling plastic make green products anyway, to do bottles and other recycable items” their part.” “Being green feels like it is the way we “I would like to be more green but being green is should all go towards if it wasn’t so expensive and something I cannot afford. If it is cc expensive. It is not something I think something like recycling I will do it. but I will not about because I need to provide for my pay extra for green products as they are too family and price is a huge factor and expensive and do not work as well as regular "green" products are pricy.” products.” Q) First, what is your overall feeling about the whole idea of being green? Is it something you think about?13 © Invoke Solutions - Confidential
  14. 14. Despite economic barriers to buying green products, most consumers consider themselves to be green. • Those who most identify themselves as ‘green’ tend to be college educated, under age 65 and with household incomes greater than $50,000. • While there aren’t significant regional (East, South, Midwest, West) differences—it is noteworthy that 80% of those living in the West consider themselves green versus the national average of 68%. cc Q) Do you consider yourself (or your habits) green?14 © Invoke Solutions - Confidential
  15. 15. Recycling and conserving energy fuel perceptions of leading a green life. Recycling seems to be consumers’ point of entry into leading a …followed by conserving energy. green life… “I recycle a lot (but I am not obsessed about it). “I bought an HE front load washing machine and Our recycle bin is usually full on trash collection use cold water for most loads of laundry. We days. And when family/friends come over I make recycle whatever our local recycle system will them recycle too” take.” “I consider myself to be green because I like to I consider myself green because I recycle what I recycle paper that I dont use. I like to save can and I try to use less energy. containers and reuse them again. I like to use Yes, I do. I try to use as many green products as I plastic containers to eat out of.” can, I recycle, and try to conserve energy and re- use things instead of throwing them away. Although not as prevalent as recycling or conserving energy, buying green products also factors into consumers green habits. “I try to buy products that are produced from recycled materials; I recycle everythng possible; I am very conservative with gas and cc electric usage.” “Yes, I try to chose products that are less harmful to the enviroment, such as buying local and recycle/reuse everything I can” Q) Please repeat whether or not you consider yourself to be green and tell me why.15 © Invoke Solutions - Confidential
  16. 16. Being green is not a universal topic of conversation but some do discuss recycling with their friends and family. • While most people consider themselves to be green it is not something they necessarily discuss—except for those in the West where 7 in 10 have this conversation. Recycling tends to be the most frequent green conversation had by consumers. “We talk about the importance of using eco friendly products, but how the more expensive price limits what we buy. We also talk about the importance of recycling.” “When I talk to my sister, I always tell her about taking my own cloth bags to the store and that I recycle” “Remember to recycle aluminum pop cans, oil, and bottles/newspapers on a weekly basis” “I talk about the importance of buying natural and organic products. I also talk about the importance of recycling and using energyccefficient appliances and electronics. I talk about this mostly to my family.” Q) Do you ever talk with friends and family about being green? Q) Some of you said that you do talk about being green with your friends and family--what kinds of things do you talk about? What would a typical conversation sound like? Please be as descriptive as possible. If you do not talk about being green, please just type "NA".16 © Invoke Solutions - Confidential
  17. 17. The kitchen and the bathroom are seen as the most important rooms to focus green habits upon. • Given that the kitchen and bathroom have the most numerous opportunities to use resources, its not surprising that consumers see these as the most important rooms in which to focus their green efforts. “I think the kitchen is a big green “The kitchen and bathroom b/c those rooms use area because a lot of activity and the most water and electricity. It is important to products go in and out of it. Like be more eco-conscious in these areas so that I can buying groceries and recycling the ensure I am not wasting resources.” container they come in. Also using reusable hand bags. The list is long in the kitchen. ......not using throw “Probably the kitchen. There are away plates and forks. many things that are affected by being green there. Saving on heating/cooling by when you do certain taskjs to cooking locally “I think the kitchen is most grown foods” important. All of the recycling that you can do and using fresh local produce and meats. And no using chemicals to clean with.” “Being "green" in the kitchen is important. Not only can I be "green" in cleaning the kitchen, but I can make cc “Only areas where its being used most, like bathroom healthy food choices for my family. The area, kitchen and whatever electonic components are choices that I make today will influence being used mainly because they are being used my childrens opinions and actions, as frequently.” well.” Q) And thinking about your home as a whole - are there any areas of your home where you think its more important to be green than others? What are they and why do you think they are of greater importance?17 © Invoke Solutions - Confidential
  18. 18. BEING GREEN AT HOME
  19. 19. THE KITCHEN
  20. 20. Green kitchen habits center on recycling , conserving energy and reusing containers or bags.Recycling and having energy • In addition to recycling, consumers areefficient appliances are the reusing containers and bags and usingmost common green kitchen habits washable cloths and sponges instead of paper towels. “Recycling, only running the dishwasher when it is full, being mindful of the amount of water used when rinsing or hand washing, using some natural cleaning products.” “I have a recycling bin in my kitchen and use appliances that are energy star compliant.” “Making sure I purchase energy-efficient appliances, reusing plastic bags and recycle bottles and cans” “The recycling is collected in the kitchen in bins and I use green cleaners (there’s always a fresh bowl of fruit on the counter” “I use natural light. When it comes to utensils I wash them with a dish cleaner which is env friendly. If I have to use plastic wares, I ensure that I should be cc able to recycle them. I prefer organic food” Q) And thinking specifically about your kitchen and being green - is there anything you are currently doing that you think has a positive impact on the environment and/or your households health? What are those things? Q) Please tell me which of the following apply. Do you... (Select all that apply)20 © Invoke Solutions - Confidential
  21. 21. Energy Star rated appliances are seen as not only good for the environment but the consumers’ wallet. • Energy Star rated appliances are present in a Energy Star rating is synonymous majority of homes and viewed as very with not only saving energy important for future purchases. but money. “They use less electricity. They save money and are better for the environment” “Does not use high levels of electricity and saving on the energy (gas and electric) bills” “To me, it means that theres less energy being used like in refrigerators and microwaves and the sort. The implications to me are GREAT. Meaning less energy being used and LESS to pay on the electric bill.” “Energy Star means appliances that can save energy and save you money in the long run.” “They are important for our future, it will save some energy and costs for using such appliances are better than using a non-energy star appliances, so it saves many things including cc prevention of shortage of energy.” Q) You may have already mentioned this, but are any of your current appliances Energy Star labeled/rated products? Q) If you were in the market for new appliances for your kitchen, how important would it be to buy Energy Star labeled/rated products? Q) 18) What does Energy Star mean to you? What are the implications of having these types of appliances?21 © Invoke Solutions - Confidential
  22. 22. CLEANING
  23. 23. Only ½ of participants are using natural or non-toxic cleaners despite indicating that using products that are safe for their families is of great importance. • Only about half of participants are using natural products like baking soda or vinegar or non-toxic cleaners like 7th Generation or Method to clean their homes. • Although only half of our participants indicated they used natural and non-toxic cleaners or cleaning methods, choosing products that are safe for their family is often the most important decision criteria. • This is distantly followed by cc affordable and no harmful environmental effects. Q) Assuming that getting your kitchen clean is the most important reason for choosing what to use, please tell me how important the following factors are when you choose what you clean your kitchen with. Please rank each factor with 1 being the most important, 2 being the next important and so on. (Rank all) Q) What kinds of products do you use when you clean your house? (Select all that apply)23 © Invoke Solutions - Confidential
  24. 24. Consumers are split over the critical criteria for choosing a cleaning product: germ killing vs. environment friendly.• Killing germs and a greater perceived • Users of natural products cite their safety cleaning power are the key drivers of the and cost effectiveness (vinegar, baking soda, choice to use regular cleaners. etc.) as the drivers of the choice. “I use them to kill germs, antibacterial “I use natural products to clean my kitchen because products.…at least once a week use it is healthy for me & my family as well as the something with bleach in it...feels it cleans environment.” better” “I think the regular cleaning “Scent, ease, non-toxic, products work better at balanced by cost.” killing germs and disinfecting and I use them often.” “I like natural products, such as baking soda and vinegar, because they are cheaper and safer. However, I do use some “The end purpose is to have a regular cleaning solutions, clean kitchen. Not much too.” thought goes into the "green" effect, we just want to clean our kitchen with a product that “I feel that green “They are non-toxic, which are safer and does the job.” cleaning products healthier for the family, they have a much do not work as well pleasant fragrance, and most of all they are so I dont use safer so they are helping the environment” them.” Q) And why do you use these products to clean your kitchen? Think about the functional (i.e. disinfect, smell good, etc.) as well as emotional reasons for using these products. Please be as detailed as possible.24 © Invoke Solutions - Confidential
  25. 25. Green laundry habits are driven more by cost savings than concern for the environment.• The majority of consumers only do laundry when they have a full load. But there are also a large number of people who use an HE washing machine and only wash clothes in cold water. ‘Green’ laundry habits are in actuality ‘cost-effective’ laundry habits. “If I have any "green" laundry habits, it is because I attempt to save money whenever possible. I can save money and help conserve energy by using cool water, only washing when the machine is full, and use high efficiency machinery.” cc “I dont believe I am particularly green when doing my laundry, but I do use cold water whenever I do my wash. I believe cold water cleans just as well as warm water and it avoids any worries about shrinking your clothes.” “To be honest, its mostly about saving the money. Saving the environment is a nice side benefit.” Q) Which of the following things apply to you? (Select all that apply)25 Q) Please tell me what is the most important reason for your green laundry habits (or lack thereof). Please be as detailed as possible. © Invoke Solutions - Confidential
  26. 26. GENERAL HOUSEHOLDHABITS AND PRACTICES
  27. 27. Green bathroom habits consist primarily of conserving water.• The majority of consumers conserve water—taking shorter shower and turning off water when brushing teeth—as part of their green efforts. Most consumers seek ways to conserve water as part of their efforts to be ‘green’ in the bathroom. “Low flow toilet. energy efficent shower heads, turn off water when brushing teeth (I dont do it all the time)” “We always turn off faucet when brushing teeth to save water. We try not to take long showers.” I try to shower quickly and use less hot water. When shaving - I do not allow water to run. I buy toilet paper that does not have a cardboard center.” cc “We do not run the water continuously when brushing teeth, washing face, or applying make up, or my husband shaving. I do not fill the bathtub to the highest level when bathing.” Q) Now Im going to show you a list of things that you could be doing in your bathroom that are considered green. Which of the following things are true? Q) Please tell me about some of the things you do that could be considered being green in your bathroom.27 © Invoke Solutions - Confidential
  28. 28. Green efforts in the living room are all about saving electricity.• Green habits in the living room revolve around conserving energy— turning off lights, using energy efficient bulbs and unplugging anything not in use. “Turn off lights and TV when I am not in the room, close blinds “Turning off the TV when no ones in day to keep sun out.….I feel watching it or the lights when we smart for saving money on my arent in the room makes me feel electric bill and I feel like I am good that I am saving money and doing my little part to be green” electricity.” “Keep lights on an on/off switch “Make sure I turn of all the lights and - off when not in the room. cc only use one light or just turn on the TV Most entertainment equipment if I’m using it for light. This helps me on are Energy star rated. Use saving money….Good cause I save energy efficient lightbulbs.” money. And I help the envoriment a bit too.” Q) Which of the following types of green things are you doing? (Select all that apply) Q) 28) Thinking about your living room - what kinds of things, if any, do you do that you consider being green?28 Q) And how does doing these things make you feel? © Invoke Solutions - Confidential
  29. 29. Programmable thermostats and insulation are being used by consumers to regulate the temperature in their homes. • A majority of consumers have insulated their homes and are using programmable thermostats, both of which help conserve energy. cc Q) Lets talk about the way you heat and cool your home. Which, if any, of the following do you use in your home? Q) Do you have a programmable thermostat in your home? Q) Is your home insulated?29 © Invoke Solutions - Confidential
  30. 30. Fans, blinds and curtains are popular tools in consumers’ efforts to save on AC and heating costs.• Consumers use fans more, keep blinds and curtains closed and adjust their wardrobe to help conserve energy when cooling and heating their homes. “Lower/raise themperatures depending on the season, open/close drapes to utilize the sun depending on the “Lower the heat temp at night season, weather-stripping around windows and and keep the air conditioner at doors.” 78. Keep the curtains or blinds drawn when the sun comes in.” “I set the thermostat at a cooler than 70 level and wear sweaters when cold. I will use a “When cooling I tend to fan more that an air condition close window unless it is very hot.” blinds/curtains to keep the sun out and the room cooler, especially those rooms that are not used as “I really dont use much heat in much.” the winter or air conditioning in the summer. Ive learned to cut back drastically by using extra “Use black out curtains to “I try to leave the air conditioning off and clothing in the cold weather keep it cooler on the inside, just use fans and leave the windows open. and pedestal fans around the set the thermostat at one In the winter, we leave the thermostat set condo in the summer.” temp and leave it, turn it off at 70.” or set timer that turns it on and off at certain times.” Q) Are there any other things you do to help conserve energy when cooling or heating your home and what are those things?30 © Invoke Solutions - Confidential
  31. 31. OUTSIDE & THE GARAGE
  32. 32. Responsible water usage, avoidance of pesticides and planting gardens top consumers’ green outdoor habits.• Many consumers green habits include avoiding pesticides, growing their own vegetables and planting trees in their yards. Limited and well-planned irrigation seems to be one of the more popular green habits practiced by consumers. “ I do my watering either early in the morning or in the evening. Thats good for the environment because I think I am using less water.” “Use an irrigation system that is monitored to water the trees and bushes.” “When mowing the lawn I either mulch or bag and compost my clippings as well as the weeds. I water very very sparingly. I have replaced landscape lights with solar ones” “Water grass only when absolutely necessary, use natural weed killers and fertilizers, plant trees for shade” Q) Tell me about some of the things you do around your house that you consider to be good for the environment? What are these things and why do you think they are good for the environment?32 Q) And which of the following do you do on a regular basis around your house? (Select all that apply) © Invoke Solutions - Confidential
  33. 33. Driving continues to be the core mode of transportation, making fuel costs of greatest importance to consumers. • According to Census data, 86% of Americans commute to work in a car, therefore its not surprising that their green transportation efforts tend to center around their car—car maintenance and fuel efficiency. Saving on gas is a key driver of participants’ transportation habits— with driving less and making more efficient trips topping the behaviors. “I limit my driving, to conserve my gas for the week. Just not going anywhere. Trying to save money” “I like to save on the cost of gas and enegy but making trips that combine a variety of personal business.” “Monetary most important reason with gas prices today. Plus walking is good for my health and gives me exercise as I sit in an office most of the day.” cc “I drive a fuel efficient car to save money on gas and because it is better for the environment. I also have regular maintenace on my car to ensure my car runs well and will not break down.” Q) Now lets think about your transportation. Which of the following do you regularly do? (Select all that apply)33 Q) And what is your primary reason for your habits around transportation? Please be as specific as possible. © Invoke Solutions - Confidential
  34. 34. PARTICIPANT PROFILES
  35. 35. Demographics cc35 © Invoke Solutions - Confidential
  36. 36. Household Description cc36 © Invoke Solutions - Confidential
  37. 37. Residency Profile cc37 © Invoke Solutions - Confidential
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