Sustainability Trends and New Shopper InsightsFinding the green in today’s shoppers |
Publish date:
To better understand how sustainability influences a consumer’s shopping behavior and the resulting market opportunities for companies targeting these consumers, Deloitte — in conjunction with the Grocery Manufacturers Association (GMA) — conducted a new study of more than 6,000 customers in 11 major retailers of varying formats concerning their purchasing experience and how sustainable considerations affected their decision making in the store and at the shelf level. The study confirms that a significant portion of consumers are now considering social and environmental benefits as part of their calculation of product value and purchasing decisions. In addition, it highlights the shopper insights needed to bring new sales and marketing leading practices to consumer product companies, and their retail partners.
Led by Peter Capozucca, Sustainability Lead for Consumer Products and Scott Bearse, Sustainability Lead for Retail, both of Deloitte Consulting LLP, the study addresses essential questions about how shoppers are integrating social and environmental values into their purchasing behaviors. Specifically, it focused on addressing the following key questions:
- Who is the sustainable consumer?
- How does sustainability influence the purchasing decision?
- How would the consumer like to be communicated to about sustainability?
- How does the retail environment influence sustainability purchasing decisions?
- What are the key lessons in the area of sustainability consumer trends?
This 2009 report follows the previous GMA-Deloitte research reports on Sustainability noted below.
Related Content:
Research:
Sustainability: Balancing Opportunity and Risk in the Consumer Products Industry (GMA/Deloitte 2007)
Research:
Sustainability: From the Boardroom to the Breakroom (GMA/Deloitte 2008)
Article:
The Green Gap: Avoiding Pitfalls on the Sustainability Path to Shareholder Value
Debate:
Tackle Carbon Now – or Wait and See?
Case Study:
Enterprise Sustainability in Retail
Industries:
Consumer Products and
Retail
Services:
Consulting
Overview:
Strategy & Operations and
Enterprise Sustainability
As used in this document, ‘Deloitte’ means Deloitte & Touche LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.
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Green Shopper Study
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