Food & the Environment: A Consumer's Perspective, Phase Three

Building upon the insights of Food and the Environment, Phases One and Phase Two, Phase Three revisits the U.S. population and segments them on the same battery of 97 attitudinal statements used in 1996 to measure changes in and between the segments to identify the forces influencing these changes; to examine the differences as part of an overall cultural shift taking pace in the natural products marketplace; and to suggest how growers, manufacturers and retailers should approach this evolving green consumer to maximize market opportunities.

Based on these resegmentations, Phase Three examines reasons for changes in the segments in the context of:

• Changes in the organic and natural food marketplace: Increased product availability; product proliferation; national rulings and increased awareness of organic growing practices.
• General trends in the media: Increased awareness and publication of articles describing the environment, natural foods, organic foods, and herbal and dietary supplements.
• Cultural trends driving changes: As based on sociological analysis of the population in the context of The Hartman Group's new report on cultural participation in the natural marketplace, Natural Sensibility: A Study of America's Changing Culture and Lifestyle(released August 1998)
• Changes as a result of economic conditions
• Consumer participation in alternative medicine practices and treatments