The Hartman Group: Research, Consulting, Customized
What's New | HartBeat

Look at the new consumer definition of "value" up close: 80% of consumers like the thrill of finding a deal on something they need. Read more >>

home : publications : reports : food-the-environment-a-consumer-perspective-phase-two

Product Price: $62.50

Release Date: 1997-01-01

Report Length: 64 pages

Market Coverage: US Market

Methodology: Information for this report was obtained by a mail survey fielded to a nationally representative sample of 2,900 U.S. households. This report provides segmented responses to attitudinal statements and demographic details. A segmentation algorithm was applied to better identify and understand potential target groups within the working sample.

Category:

Purchase Food & the Environment: A Consumer's Perspective, Phase Two PURCHASE PRODUCT

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

Building upon the foundation established in Phase I, Food and the Environment: A Consumer's Perspective, Phase II more closely examines the specific groups which represent the key target markets for earth-sustainable products.

To glean the information contained in this report, a follow-up survey among households that participated in Phase I was conducted, representing 903 Phase I households.

This 64-page strategic report analyzes these four distinct market segments - True Naturals, New Green Mainstream, Affluent Healers, and Young Recyclers - by comprehensively covering the following areas:

  • Environmental attributes - what part of the environment is of greatest concern?
  • How familiar are they with specific agricultural practices which affect the environment?
  • Media and lifestyle - how do the choices of environmentally sensitive respondents compare with the general population?
  • Psychographic segment characterization - which factors, defined in terms of personality and character traits, describe the various groups?
  • General buying attitudes and behavior - what information about a food product with environmental benefits would have the most significant impact on the consumer?

Phase II provides in-depth attitudinal and demographic information on the 4 segments, while providing key insights on how to market to these consumers.