More Related Content Similar to Conscious Consumption: From the Market to the Home (20) 1. Invoke Live! – Conscious Consumption Part II:
From Market to Home
Key Findings Report
June 2012
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 34
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3. Background and Objectives
Objectives
• 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
Relations
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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.
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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.
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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.
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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.
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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.
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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.
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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 don't 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. I'm “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?
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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'?
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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 don't 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.
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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. 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 it's 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 children's 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 it's more important to be 'green' than
others? What are they and why do you think they are of greater importance?
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20. Green kitchen habits center on recycling , conserving energy and
reusing containers or bags.
Recycling and having energy • In addition to recycling, consumers are
efficient appliances are the reusing containers and bags and using
most 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 household's 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. 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 there's 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?
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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)
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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 don't 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.
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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 don't 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, it's 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
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 don't 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 I'm 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. 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 aren't 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. 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) Let's 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?
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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 don't use much heat in much.”
the winter or air conditioning in
the summer. I've 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?
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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. 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 let's 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
