Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Product introductions with a green claims stall
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- Figure 1: Share of new product introductions with a green claim, 2006-12
- Share of Super/True Green consumers declines
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- Figure 2: Degrees of green for the U.S. consumer, 2007-12
- Market drivers
- Accessibility
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- Figure 3: Share of new product introductions with a green claim, by category, 2002-12
- Desire for recyclability
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- Figure 4: Attitudes toward recycling, May 2003-June 2004 vs. August 2011-August 2012
- Social and family pressure drives green behavior
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- Figure 5: Kids’ influence on parents’ green purchasing, by kids aged 6-11, June 2002-June 2012
- Improving economy and increasing consumer confidence drives the green market
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- Figure 6: Consumer sentiment index and unemployment, 2000-12
- The consumer
- Intention to purchase green appears strong
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- Figure 7: Influence of green factors on last/future major purchase, by category, December 2012
- Easily defined and simple-to-understand green claims are the most trustworthy
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- Figure 8: Trust in environmentally related product claims, December 2012
- Green lifestyle habits are mainstream behaviors
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- Figure 9: Number of green lifestyles habits, December 2012
- Desire for positive perception drives green behavior
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- Figure 10: Engagement in green behaviors for recognition, by whether or not it is important to be perceived as green, December 2012
- Cost remains a barrier to purchasing green
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- Figure 11: Effect of affordability and impact concerns on green purchasing, by age, December 2012
- Nearly one quarter of people are tired of the green agenda
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- Figure 12: Indicators of green fatigue and the importance of green, by generation, December 2012
- White and non-Hispanics are less likely than the average to regularly buy green
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- Figure 13: Share of Super/True Greens, by race/Hispanic origin, December 2012
- What we think
Issues in the Green Market
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- Has “green” faded from public concern to be replaced by larger or more pressing issues?
- Should companies bother with green claims, or focus their CSR efforts elsewhere?
- What are the most effective green claims when marketing to the green consumer?
- What motivates consumers to buy green and lead a green lifestyle?
- Is having a green reputation more important than having green practices?
Insights and Opportunities
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- Pinterest may prove promising for green marketers
- Lighten up on the “greenness”; align green attributes with desired consumer benefits
- Don’t limit your brand identity to “green”
- Older generations more likely to seek out eco-packaging
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- Figure 14: Makes a conscious effort to choose products with environmentally friendly and recyclable packaging, by generation, November 2012
Trend Application
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- Trend: Green Skepticism
- Trend: Attention Economy
- Mintel Futures: Brand Intervention
Green Market Indicators
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- Key points
- Household
- Cleaning products
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- Figure 15: Household cleaners product introductions with green claims, 2002-12
- Paper products
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- Figure 16: Household paper product introductions with green claims, 2002-12
- Food and beverages
- Packaged foods
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- Figure 17: Packaged food product introductions with green claims, 2002-12
- Beverages
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- Figure 18: Beverage product introductions with green claims, 2002-12
- Personal care
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- Figure 19: Personal care product introductions with green claims, 2002-12
- Automotive
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- Figure 20: U.S. unit sales and forecast of hybrid and electric vehicles, 2007-17
Green Market Drivers
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- Key points
- Market drivers
- Green products widely available across a variety of categories
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- Figure 21: Share of new product introductions with a green claim, 2006-12
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- Figure 22: Share of new product introductions with a green claim, by category, 2002-12
- Legislation dictates green behaviors as the only option in some cases
- Consumer drivers
- Positive sentiment toward recycling increases over past decade
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- Figure 23: Attitudes toward recycling, May 2003-June 2004 vs. August 2011-August 2012
- Household recycling increases
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- Figure 24: Any household recycling, by packaging type, April 2007-June 2008 vs. April 2011-June 2012
- Societal pressure to go green drives the market for green products
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- Figure 25: Attitudes toward the environment, August 2011-August 2012
- Kids exert pressure on parents to buy green
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- Figure 26: Kids’ influence on parents’ green purchasing, by kids aged 6-11, June 2002-June 2012
- Economic drivers
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- Figure 27: Consumer sentiment index and unemployment, 2000-12
Innovations and Innovators: Green Packaging
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- Overview
- Household
- Cleaning products
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- Figure 28: Household cleaners with green claims, 2012
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- Figure 29: Method two-in-one Dish + Hand Soap, “Ocean Plastic” bottle, 2012
- Paper products
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- Figure 30: Household paper products with green claims, 2012
- Food and beverage
- Packaged food
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- Figure 31: Packaged food products with green claims, 2012
- Beverages
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- Figure 32: Beverage products with green claims, 2012
- Personal care
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- Figure 33: Personal care products with a green claim, 2012
Green Marketing Strategies
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- Overview
- Humor: Poking fun at green
- SunRun solar energy mocks green clichés
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- Figure 34: SunRunHome Solar, “Dolphin Babies” TV ad, 2012
- Clorox proclaims “You Don’t Have to be Ridiculous to be Green”
- Axe suggests “showerpooling” to conserve water
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- Figure 35: Axe “Showerpooling—Save Water … Together!” online video ad, 2012
- Reese’s warns against global warming
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- Figure 36: Reese’s “Stop global warming now” print ad, 2012
- Fun: Showing enjoyment from buying green
- Dasani wants everyone to “do the twist”
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- Figure 37: Dasani, “Recycle Twist” TV ad, 2012
- Toyota Prius gives everyone something to hum about
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- Figure 38: Toyota Prius “Family Hum” TV ad, 2012
- Social pressure and empowerment: You can (and should) make a difference
- Green Mountain Coffee focuses on the people it helps
- Heinz suggests you join the growing movement
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- Figure 39: Heinz PlantBottle, 2012
- Youth appeal: Make it extreme
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- Figure 40: Mountain Dew “Green Mountain Project” TV ad, 2012
- Make it masculine: Green can be for guys, too
- Fear: Dire predictions primarily the realm of activist groups
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- Figure 41: Ecoeduca, “Global warming is leaving many homeless” print ad, 2012
- Figure 42: Greenpeace, “Under the Sea” print ad, 2012
Green Purchasing Behaviors Define Four Segments
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- Key points
- About one third say they almost always or regularly buy green products
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- Figure 43: Degree of green purchasing behavior, December 2012
- Share of Super/True Green consumers declines over five years
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- Figure 44: Degree of green purchasing behavior, 2007-12
- Youth and affluence are key factors driving green purchases
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- Figure 45: Share of Super/True Greens, by gender, age, and household income, December 2012
- Overall, men and women are equally likely to purchase green products …
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- Figure 46: Degree of green purchasing behavior, by gender, 2007-12
- … but (surprise)! Young men are the most likely to be buying green
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- Figure 47: Share of Super/True Greens, by gender and age, December 2012
Influence of Green Factors on Last/Next Major Purchase
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- Key points
- Influence on last purchase
- Fewer than half considered green factors in their last major purchase
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- Figure 48: Influence of green factors on last major purchase, by category, December 2012
- Consideration of green factors has increased over the past five years
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- Figure 49: Influence of green factors on last major purchase, by category, 2008-12
- Demographics impact green’s influence on past purchases
- Influence on next purchase
- Future consideration of green looks positive—but should be taken with a grain of salt
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- Figure 50: Influence of green factors on last/future major purchase, by category, December 2012
- Historical purchasing needs to be factored in for full story
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- Figure 51: Influence of green factors on future major purchase, by category, 2008-12
Green Trust and Claims Credibility
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- Key points
- Consumers are generally trusting of most environmental product claims
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- Figure 52: Degree of trust in environmentally related product claims, December 2012
- Demographics impact consumers’ degree of trust in environmental product claims
- Most are in favor of oversight/regulation of environmental product claims
- Revised “Green Guides” for marketers is now available
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- Figure 53: Attitudes about trustworthiness in green claims and household recyclables, December 2012
- Convincing consumers of the benefits could drive green purchases
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- Figure 54: Would purchase more green products if convinced it made a difference, by gender, age, and household income, December 2012
- Even the most dedicated green purchasers could use some persuasion
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- Figure 55: Would purchase more green products if convinced it made a difference, by Green segments, December 2012
Green: It’s a Lifestyle
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- Key points
- Majority agree that being environmentally friendly is a lifestyle
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- Figure 56: Agreeing that being environmentally friendly is a lifestyle, by gender, age, and household income, December 2012
- The most frequent green buyers most likely to see green as a lifestyle
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- Figure 57: Agreeing that being environmentally friendly is a lifestyle, by Green segments, December 2012
- “Living local” is important to the most frequent green buyers
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- Figure 58: Tendencies to buy local goods (food and non-food), by Green segments, December 2012
- Those interested in leading a green lifestyle are more likely to buy local
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- Figure 59: Will buy local whenever possible, by agreement/disagreement that being environmentally friendly is a lifestyle, December 2012
Green Lifestyle Habits
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- Key points
- Green lifestyle habits are mainstream behaviors
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- Figure 60: Number of green lifestyles habits, December 2012
- Shopping habits
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- Figure 61: Impact of packaging on purchasing, and use of own bags, December 2012
- A comparison of green shopping habits from across the pond
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- Figure 62: Impact of packaging on purchasing, and use of own bags – always/sometimes, U.S. vs. UK, 2012
- Household habits
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- Figure 63: Frequency of select green household habits, December 2012
- Brits more engaged in green household habits—except when it comes to water use
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- Figure 64: Select green household habits – always/sometimes, U.S. vs. UK, 2012
- Transportation habits
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- Figure 65: Frequency of using a bike instead of driving, or using public transportation, December 2012
Green Attitudes and Behavior: Green to Be Seen
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- Key points
- Appearances matter
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- Figure 66: Agreement that it is important to be perceived as “green,” by gender, age, and household income, December 2012
- Super Greens place the greatest value on others’ perceptions
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- Figure 67: Agreement that it is important to be perceived as “green,” by Green segments, December 2012
- Desire for positive perception could be driving some green behaviors
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- Figure 68: Engagement in green behaviors for recognition, by whether or not it is important to be perceived as green, December 2012
- Social networking power impacts green product purchasing
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- Figure 69: Social networking influences on green behaviors, by age, December 2012
Green Attitudes and Behavior: Cost as a Barrier
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- Key points
- Buying green comes with a price that many just don’t feel is worth it
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- Figure 70: Agreement that “green” products are worth the extra cost, by gender, age, and household income, December 2012
- Super Greens feel that a price premium for green is justified
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- Figure 71: Agreement that “green” products are worth the extra cost, by Green segments, December 2012
- Expense continues to be a barrier to purchase
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- Figure 72: Would buy eco-friendly products if they were less expensive, by gender, age, and household income, August 2011-August 2012
- More than half would purchase more green products if affordable
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- Figure 73: Effect of affordability and impact concerns on green purchasing, by age, December 2012
Green Attitudes and Behavior: Fatigue and Awareness
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- Key points
- Green fatigue sets in, particularly among Millennials
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- Figure 74: Indicators of green fatigue and the importance of green, by age, December 2012
- Attention please!
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- Figure 75: Green advertising awareness and environmentally conscious actions now compared to years past, by age, December 2012
- Attitudes drive awareness—or perhaps awareness drives attitudes
- Out of sight, out of mind?
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- Figure 76: Green advertising awareness and environmentally-conscious actions, by perceived relative importance of green issues, December 2012
- Fatigue breeds green ennui?
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- Figure 77: Green advertising awareness and environmentally-conscious actions, by indicator of green fatigue, December 2012
Race and Hispanic Origin
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- Key points
- Green purchasing behaviors
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- Figure 78: Share of Super/True Greens, by race/Hispanic origin, December 2012
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- Figure 79: Age groups of online sample, by race/Hispanic origin, December 2012
- Influence of green factors on last major purchase
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- Figure 80: Influence of green factors on last major purchases, by race/Hispanic origin, December 2012
- Influence of green factors on next major purchase
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- Figure 81: Influence of green factors on future major purchase, by race/Hispanic origin, December 2012
- Green trust and claims credibility
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- Figure 82: Trust in environmentally related product claims, by race/Hispanic origin, December 2012
- Green lifestyle habits
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- Figure 83: Green shopping and lifestyle habits—always/sometimes, by race/Hispanic origin, December 2012
- Green behaviors
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- Figure 84: Green behaviors, by race/Hispanic origin, December 2012
- Green attitudes
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- Figure 85: Green attitudes, by race/Hispanic origin, December 2012
Appendix: Other Useful Tables
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- Figure 86: Share of new product introductions with a green claim, by category, 2002-12
- Figure 87: Household cleaners product introductions with green claims, 2002-12
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- Figure 88: Household paper product introductions with green claims, 2002-12
- Figure 89: Packaged food product introductions with green claims, 2002-12
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- Figure 90: Beverage product introductions with green claims, 2002-12
- Figure 91: Personal care product introductions with green claims, 2002-12
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- Figure 92: U.S. unit sales and forecast of hybrid and electric vehicles, 2007-17
- Figure 93: Company efforts to reduce plastic bags, 2008-13
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Appendix: Green Purchasing Behaviors
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- Figure 94: Degree of green purchasing behavior, by gender, December 2012
- Figure 95: Degree of green purchasing behavior, by age, December 2012
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- Figure 96: Degree of green purchasing behavior, by gender and age, December 2012
- Figure 97: Degree of green purchasing behavior, by household income, December 2012
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- Figure 98: Degree of green purchasing behavior, by race/Hispanic origin, December 2012
- Figure 99: Degree of green purchasing behavior, by marital status, December 2012
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- Figure 100: Degree of green purchasing behavior, by household size, December 2012
- Figure 101: Degree of green purchasing behavior, by presence of children in household, December 2012
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- Figure 102: Degree of green purchasing behavior, by employment status, December 2012
- Figure 103: Degree of green purchasing behavior, by region, December 2012
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- Figure 104: Degree of green purchasing behavior, by generation, December 2012
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Appendix: Influence of Green Factors on Purchases
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- Influence of green factors on last major purchase
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- Figure 105: Influence of green factors on last major purchases, by category, 2008-12
- Figure 106: Influence of green factors on last major purchases, by gender, December 2012
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- Figure 107: Influence of green factors on last major purchases, by age, December 2012
- Figure 108: Influence of green factors on last major purchases, by gender and age, December 2012
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- Figure 109: Influence of green factors on last major purchases, by household income, December 2012
- Figure 110: Influence of green factors on last major purchases, by race/Hispanic origin, December 2012
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- Figure 111: Influence of green factors on last major purchases, by marital status, December 2012
- Figure 112: Influence of green factors on last major purchases, by household size, December 2012
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- Figure 113: Influence of green factors on last major purchases, by presence of children in household, December 2012
- Figure 114: Influence of green factors on last major purchases, by employment status, December 2012
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- Figure 115: Influence of green factors on last major purchases, by region, December 2012
- Figure 116: Influence of green factors on last major purchases, by generation, December 2012
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- Figure 117: Influence of green factors on last major purchases, by Green segments, December 2012
- Influence of green factors on next major purchase
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- Figure 118: Influence of green factors on future major purchase, by category, 2008-12
- Figure 119: Influence of green factors on future major purchase, by gender, December 2012
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- Figure 120: Influence of green factors on future major purchase, by age, December 2012
- Figure 121: Influence of green factors on future major purchase, by gender and age, December 2012
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- Figure 122: Influence of green factors on future major purchase, by household income, December 2012
- Figure 123: Influence of green factors on future major purchase, by race/Hispanic origin, December 2012
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- Figure 124: Influence of green factors on future major purchase, by marital status, December 2012
- Figure 125: Influence of green factors on future major purchase, by household size, December 2012
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- Figure 126: Influence of green factors on future major purchase, by presence of children in household, December 2012
- Figure 127: Influence of green factors on future major purchase, by employment status, December 2012
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- Figure 128: Influence of green factors on future major purchase, by region, December 2012
- Figure 129: Influence of green factors on future major purchase, by generation, December 2012
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- Figure 130: Influence of green factors on future major purchase, by Green segments, December 2012
Appendix: Green Trust and Claims Credibility
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- Figure 131: Average degree of trust in environmentally related product claims, by gender, December 2012
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- Figure 132: Average degree of trust in environmentally related product claims, by age, December 2012
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- Figure 133: Average degree of trust in environmentally related product claims, by age and gender, December 2012
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- Figure 134: Average degree of trust in environmentally related product claims, by household income, December 2012
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- Figure 135: Average degree of trust in environmentally related product claims, by race/Hispanic origin, December 2012
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- Figure 136: Average degree of trust in environmentally related product claims, by marital status, December 2012
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- Figure 137: Average degree of trust in environmentally related product claims, by household size, December 2012
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- Figure 138: Average degree of trust in environmentally related product claims, by presence of children in household, December 2012
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- Figure 139: Average degree of trust in environmentally related product claims, by employment status, December 2012
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- Figure 140: Average degree of trust in environmentally related product claims, by region, December 2012
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- Figure 141: Average degree of trust in environmentally related product claims, by generation, December 2012
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- Figure 142: Average degree of trust in environmentally related product claims, by Green segments, December 2012
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Appendix: Green Lifestyle Habits
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- Figure 143: Frequency of green shopping and lifestyle habits, December 2012
- Always, sometimes
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- Figure 144: Green shopping and lifestyle habits—always/sometimes, by gender, December 2012
- Figure 145: Green shopping and lifestyle habits—always/sometimes, by age, December 2012
- Figure 146: Green shopping and lifestyle habits—always/sometimes, by gender and age, December 2012
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- Figure 147: Green shopping and lifestyle habits—always/sometimes, by household income, December 2012
- Figure 148: Green shopping and lifestyle habits—always/sometimes, by race/Hispanic origin, December 2012
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- Figure 149: Green shopping and lifestyle habits—always/sometimes, by marital status, December 2012
- Figure 150: Green shopping and lifestyle habits—always/sometimes, by household size, December 2012
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- Figure 151: Green shopping and lifestyle habits—always/sometimes, by presence of children in household, December 2012
- Figure 152: Green shopping and lifestyle habits—always/sometimes, by employment status, December 2012
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- Figure 153: Green shopping and lifestyle habits—always/sometimes, by region, December 2012
- Figure 154: Green shopping and lifestyle habits—always/sometimes, by generation, December 2012
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- Figure 155: Green shopping and lifestyle habits—always/sometimes, by Green segments, December 2012
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Appendix: Green Behaviors
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- Figure 156: Green behaviors, by gender, December 2012
- Figure 157: Green behaviors, by age, December 2012
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- Figure 158: Green behaviors, by gender and age, December 2012
- Figure 159: Green behaviors, by household income, December 2012
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- Figure 160: Green behaviors, by race/Hispanic origin, December 2012
- Figure 161: Green behaviors, by marital status, December 2012
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- Figure 162: Green behaviors, by household size, December 2012
- Figure 163: Green behaviors, by presence of children in household, December 2012
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- Figure 164: Green behaviors, by employment status, December 2012
- Figure 165: Green behaviors, by region, December 2012
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- Figure 166: Green behaviors, by generation, December 2012
- Figure 167: Green behaviors, by Green segments, December 2012
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Appendix: Green Attitudes
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- Figure 168: Green attitudes, by gender, December 2012
- Figure 169: Green attitudes, by age, December 2012
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- Figure 170: Green attitudes, by gender and age, December 2012
- Figure 171: Green attitudes, by household income, December 2012
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- Figure 172: Green attitudes, by race/Hispanic origin, December 2012
- Figure 173: Green attitudes, by marital status, December 2012
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- Figure 174: Green attitudes, by household size, December 2012
- Figure 175: Green attitudes, by presence of children in household, December 2012
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- Figure 176: Green attitudes, by employment status, December 2012
- Figure 177: Green attitudes, by region, December 2012
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- Figure 178: Green attitudes, by generation, December 2012
- Figure 179: Green attitudes, by Green segments, December 2012
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Appendix: Attitudes Toward the Environment
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- Figure 180: Attitudes toward the environment, by gender, August 2011-August 2012
- Figure 181: Attitudes toward the environment, by age, August 2011-August 2012
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- Figure 182: Attitudes toward the environment, by household income, August 2011-August 2012
- Figure 183: Attitudes toward the environment, by race/Hispanic origin, August 2011-August 2012
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Appendix: Trade Associations
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