Table of Contents
Executive Summary
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- The market
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- Figure 1: Share of new product introductions with green claims, 2006-13
- Share of Super/True Green consumers increases
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- Figure 2: Change in share of green consumer population, 2007-14
- Market drivers
- Economic drivers
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- Figure 3: Consumer sentiment index and unemployment, 2000-13
- Consumer drivers – increasing health concerns
- Government drivers – regulations and agencies
- The consumer
- The green market may be on the rise
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- Figure 4: Change in green purchasing, January 2014
- Give consumers the whole package
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- Figure 5: Reasons for purchasing green more often, January 2014
- Green supermarkets and dry cleaners are at the forefront of consumer consideration
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- Figure 6: Impact of environmental practices on purchasing decision, January 2014
- Consumers are willing to pay a premium for green
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- Figure 7: Willing to spend extra for green products, January 2014
- Saving money may trump green ideals
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- Figure 8: Attitudes toward the green movement and green marketing, January 2014
- What we think
Issues and Insights
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- For the love of green or money?
- The issues
- The implications
- A new green attitude: how is green purchase behavior changing?
- The issues
- The implications
- Consumers want a little less talk and a lot more action
- The issues
- The implications
Trend Application
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- Inspire trend: Locavore
- Inspire trend: Creature Comfort
- Mintel futures: Brand Intervention
Green Market Indicators
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- Key points
- Overview
- Household
- Cleaning products
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- Figure 9: Household cleaners – share of product introductions with green claims, 2002-13
- Paper products
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- Figure 10: Household paper – share of product introductions with green claims, 2002-13
- Food and beverage
- Packaged food
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- Figure 11: Packaged food – share of new product introductions with green claims, 2002-13
- Beverage
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- Figure 12: Beverage – share of new product introductions with green claims, 2002-13
- Personal care
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- Figure 13: Personal care – share of new product introductions with green claims, 2002-13
- Automotive
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- Figure 14: Total US unit sales of total hybrid and plug-in electric vehicle sales, 2008-18
Green Market Drivers
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- Key points
- Market drivers
- Green products account for growing share of new product introductions
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- Figure 15: Share of new product introductions with green claims, 2006-13
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- Figure 16: Share of new product introductions with a green claim, by category, 2002-13
- Economic drivers
- Confidence hits five-year high as unemployment rate decreases
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- Figure 17: Consumer sentiment index and unemployment, 2000-13
- Consumer drivers
- Increased awareness of potential consequences of pollution
- Health concerns intensify demand for GMO-free
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- Figure 18: Share of new food and drink product introductions with a GMO-free claim, 2009-13
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- Figure 19: GMO-free cereals index, 2008-13
- Consumer drivers for natural products
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- Figure 20: Personal care, by green claim, January 2014
- Green organizations empower consumers to take a stand on GMOs
- Government drivers
- Federal Trade Commission enforcements
- Automotive regulations
Leading Companies
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- Key points
- Fact, fiction, or contradiction?
- Green healthcare has stepped down, Green retailers have stepped up
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- Figure 21: Top 10 green companies, based on environmental impact, management, and disclosure, 2012
- Consumers perceive retailers, healthcare, and consumer goods as industries with the top green brands
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- Figure 22: Top 10 green companies/brands, based on consumer opinion, 2012
- Mind the gap
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- Figure 23: Top 10 green companies/brands, based on consumer perception versus performance, 2013
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- Figure 24: Top 10 green companies/brands, based on performance versus consumer perception, 2013
Innovations and Innovators
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- Overview
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- Figure 25: Green innovation themes
- Share and share alike
- Clothing and accessories: Swap it until you make it
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- Figure 26: Swapstyle “How to Swap clothing, cosmetics and more online” video tutorial, 2008
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- Figure 27: FreshNeck “How to Tie a Bow Tie” video tutorial, 2013
- Transportation: Share and share alike
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- Figure 28: Empire mayonnaise, varieties, 2013
- Greenfluencers
- Wegmans: Help them help you
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- Figure 29: How2Recycle label components, 2014
Green Marketing Strategies
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- Overview
- Green can be just as good – or better
- Lend a hand
- Sing-along
- Brand reviews
- Johnson & Johnson
- Coca-Cola
- McDonald’s
- Green can be just as good – or better
- All natural beauty potion – television presence
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- Figure 30: Johnson & Johnson “Jennifer Aniston’s Aveeno radiant skin moisturizer” magazine ad, may 2013
- Happiness in a PlantBottle – television presence
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- Figure 31: Coca-Cola “Dasani PlantBottle” TV ad, April 2013
- Figure 32: Coca-Cola PlantBottle, 2013
- Serving up sustainable beef burgers – television presence
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- Figure 33: McDonalds “Europe Fisheries program” TV ad, December 2011
- Lend a hand
- Socially and environmentally conscious partnerships – PR, grassroots, global
- Know when to give and when to take – television presence
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- Figure 34: Coca-Cola “Coca-Cola live positively Phillippines environment” TV ad, October 2010
- Partners in sustainability – PR, grassroots, and global approach
- Focus on the positive – television presence
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- Figure 35: McDonald’s “McDonald’s and the road to sustainability” TV ad, February 2013
- Sing-along
- Sharing information is caring – online initiatives
- McDonald’s goes social – online initiatives
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- Figure 36: Mcdonald’s international locations, Pinterest photos, 2014
A Profile of the Green Consumer
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- Key points
- Nearly four in 10 consumers are committed to buying green
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- Figure 37: Degree of green purchasing behavior, January 2014
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- Figure 38: Degree of green purchasing behavior, 2007-14
- Men and women have similar green purchasing habits
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- Figure 39: Degree of green purchasing, by gender, January 2014
- Green goes viral: age and green shopping
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- Figure 40: Degree of green purchasing, by age, January 2014
- Household income is strongly related to green purchases
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- Figure 41: Degree of green purchasing behavior, by household income, January 2014
Changes in Green Purchasing Behavior
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- Key points
- Nine in 10 purchasing the same amount or more green products
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- Figure 42: Change in green purchasing behavior, January 2014
- Super/True Greens buying more green products
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- Figure 43: Change in green purchasing behavior, by green segments, January 2014
- The influence of attitudes on changes in purchasing
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- Figure 44: Change in green purchasing behavior, by attitude, January 2014
- Young shoppers dominate the green market
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- Figure 45: Change in green purchasing, by age, January 2014
- Lower-income shoppers twice as likely to say they purchase “less often”
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- Figure 46: Change in green purchasing, by household income, January 2014
Reasons for Purchasing Green More Often
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- Key points
- Accessibility and belief in green products drives green purchases
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- Figure 47: Reasons for purchasing green more often, January 2014
- Older buyers prioritize convenience while younger buyers value quality
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- Figure 48: Reasons for purchasing green more often, by age, January 2014
Impact of Environmental Practices on Purchasing Decision
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- Key points
- Supermarkets, cleaners, and contractors top green service providers
- Green contracting may have jumped to the front of consumers’ minds
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- Figure 49: Impact of environmental practices on purchasing decision, January 2014
- Young consumers prioritize healthy food and safe clothing
- Grocery stores/supermarkets
- Dry cleaners/laundromats
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- Figure 50: Impact of environmental practices on purchasing decision, by age, January 2014
- Potentially image-conscious young males are interested in green grocery stores
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- Figure 51: Impact of environmental practices on purchasing decision, by gender and age, January 2014
- Food deserts may drive low-income homes to green supermarkets
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- Figure 52: Impact of environmental practices on purchasing decision, by household income, January 2014
Extra Amount Willing to Spend for Green Products
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- Key points
- Majority willing to pay premiums for green products
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- Figure 53: Extra amount willing to spend for green products, January 2014
- Young consumers willing to pay a premium for green products
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- Figure 54: Extra amount willing to spend for green products, by age, January 2014
- Dedicated green consumers most willing to spend on green
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- Figure 55: Extra amount willing to spend for green products, by green segment, January 2014
Attitudes Toward the Green Movement and Green Marketing
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- Key points
- Nearly six in 10 practice green to save money
- A green penny saved is a green penny earned
- Locavores may have green thumbs
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- Figure 56: Attitudes toward the green movement and green marketing, January 2014
- Men are more skeptical than women of green marketing
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- Figure 57: Attitudes toward the green movement and green marketing, by gender, January 2014
- Young adults want companies to clean up after themselves
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- Figure 58: Attitudes toward the green movement and green marketing, by age, January 2014
- Skeptical high-income households want company transparency
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- Figure 59: Attitudes toward the green movement and green marketing, by household income, January 2014
- Super Greens skeptical, interest in the green movement has dwindled
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- Figure 60: Attitudes toward the green movement and green marketing, by green segment, January 2014
Race and Hispanic Origin
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- Key points
- Racial myths surrounding the green consumer
- Green purchase behavior amongst racial groups
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- Figure 61: Degree of green purchasing, by race/Hispanic origin, January 2014
- Whites are least likely to consider greenness of businesses
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- Figure 62: Impact of environmental practices on purchasing decision, by race/Hispanic origin, January 2014
- Whites least willing to pay more for green products
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- Figure 63: Extra amount willing to spend for green, by race/Hispanic origin, January 2014
- Asians more likely to avoid green companies with skeletons in the closet
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- Figure 64: Attitudes toward the green movement and green marketing, by race/Hispanic origin, January 2014
Cluster Analysis
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- Figure 65: Target clusters, January 2014
- Drooping
- Demographics
- Characteristics
- Opportunity
- Growing
- Demographics
- Characteristics
- Opportunity
- Steady
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 66: Degree of green purchasing behavior, by green consumer clusters, January 2014
- Figure 67: Change in green purchasing behavior, by green consumer clusters, January 2014
- Figure 68: Reasons for purchasing green more often, by green consumer clusters, January 2014
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- Figure 69: Impact of environmental practices on purchasing decision, by green consumer clusters, January 2014
- Figure 70: Attitudes toward the green movement and green marketing, by green consumer clusters, January 2014
- Cluster demographic tables
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- Figure 71: Green consumer clusters, by gender, January 2014
- Figure 72: Green consumer clusters, by age, January 2014
- Figure 73: Green consumer clusters, by household income, January 2014
- Figure 74: Green consumer clusters, by race/Hispanic origin, January 2014
- Figure 75: Green consumer clusters, by presence of children in household, January 2014
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- Figure 76: Green consumer clusters, by region, January 2014
- Figure 77: Green consumer clusters, by degree of green purchasing, January 2014
- Figure 78: Green consumer clusters, by demographic, January 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- A profile of the green consumer
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- Figure 79: Degree of green purchasing behavior, January 2014
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- Figure 80: Degree of green purchasing behavior, by gender, January 2014
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- Figure 81: Degree of green purchasing behavior, by age, January 2014
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- Figure 82: Degree of green purchasing behavior, by household income, January 2014
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- Figure 83: Degree of green purchasing behavior, by household size, January 2014
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- Figure 84: Degree of green purchasing behavior, by presence of children in household, January 2014
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- Figure 85: Degree of green purchasing behavior, by generations, January 2014
- Change in green purchasing behavior
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- Figure 86: Change in green purchasing behavior, by gender, January 2014
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- Figure 87: Change in green purchasing behavior, by age, January 2014
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- Figure 88: Change in green purchasing behavior, by marital/relationship status, January 2014
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- Figure 89: Change in green purchasing behavior, by presence of children in household, January 2014
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- Figure 90: Change in green purchasing behavior, by generations, January 2014
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- Figure 91: Change in green purchasing behavior, by Hispanic origin and household income, January 2014
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- Figure 92: Change in green purchasing behavior, by Hispanic origin and age, January 2014
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- Figure 93: Change in green purchasing behavior, by age and household income, January 2014
- Reasons for purchasing green more often
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- Figure 94: Reasons for purchasing green more often, by gender, January 2014
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- Figure 95: Reasons for purchasing green more often, by gender and age, January 2014
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- Figure 96: Reasons for purchasing green more often, by household income, January 2014
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- Figure 97: Reasons for purchasing green more often, by generations, January 2014
- Impact of environmental practices on purchasing decision
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- Figure 98: Impact of environmental practices on purchasing decision, by gender, January 2014
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- Figure 99: Impact of environmental practices on purchasing decision, by age, January 2014
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- Figure 100: Impact of environmental practices on purchasing decision, by household income, January 2014
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- Figure 101: Impact of environmental practices on purchasing decision, by race/Hispanic origin, January 2014
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- Figure 102: Impact of environmental practices on purchasing decision, by marital/relationship status, January 2014
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- Figure 103: Impact of environmental practices on purchasing decision, by presence of children in household, January 2014
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- Figure 104: Impact of environmental practices on purchasing decision, by employment, January 2014
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- Figure 105: Impact of environmental practices on purchasing decision, by generations, January 2014
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- Figure 106: Impact of environmental practices on purchasing decision – rebase, by gender, January 2014
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- Figure 107: Impact of environmental practices on purchasing decision – rebase, by presence of children in household, January 2014
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- Figure 108: Impact of environmental practices on purchasing decision – rebase, by employment, January 2014
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- Figure 109: Impact of environmental practices on purchasing decision – rebase, by generations, January 2014
- Extra amount willing to spend for green products
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- Figure 110: Extra amount willing to spend for green products, by gender, January 2014
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- Figure 111: Extra amount willing to spend for green products, by age, January 2014
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- Figure 112: Extra amount willing to spend for green products, by household income, January 2014
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- Figure 113: Extra amount willing to spend for green products, by race/Hispanic origin, January 2014
- Attitudes toward the green movement and green marketing
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- Figure 114: Attitudes toward the green movement and green marketing, January 2014
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- Figure 115: Attitudes toward the green movement and green marketing, by marital/relationship status, January 2014
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- Figure 116: Attitudes toward the green movement and green marketing, by household size, January 2014
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- Figure 117: Attitudes toward the green movement and green marketing, by presence of children in household, January 2014
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- Figure 118: Attitudes toward the green movement and green marketing, by employment, January 2014
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- Figure 119: Attitudes toward the green movement and green marketing, by generations, January 2014
Appendix – Trade Associations
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