Food & the Environment: Update 2001

It's no longer effective to assume consumers will act in the market according to their attitude about the environment. Only by observing and tracking consumers' behavior can we derive a clear and accurate understanding of how consumers' eco-attitude affects their eco-action in the retail marketplace. Our research methodology, The World Model, builds off of a mix of ethnographic, anthropological and quantitative research to establish a complete lifestyle understanding of these consumers - the world perspective.

Food and the Environment: Update 2001 expands on the foundation of research established in the Food and the Environment series by incorporating this "world perspective," which posits that consumers are affected by not only their immediate environs, but the world in which they live and shop.

Table of Contents

Section I - Introduction: Marketing Eco-Products in Today's Wellness Market

• Finding the Green in Today's Consumer Wellness Market

Section II - Understanding Wellness Consumers: Core to Periphery

• The World Perspective: Core to Periphery
• The Wellness Experience

Section III - Consumer Adoption of Environmental Products

• Eco-Labels: Missing the Market Because of the Message

Section IV - Eco-Branding

• Green Power: Adding Emotion to a Generic Utility