Conscious Consumption: From the Market to the Home

Key Findings Report

June 2012

Invoke Live! – Conscious Consumption Part II:

From Market to Home

© Invoke Solutions - Confidential2

Table of Contents

Page

Background and Objectives 3

Key Insights 4

Executive Summary 6

Perceptions of Being Green 12

Being Green at Home 18

Being Green at Home: The Kitchen 19

Being Green at Home: Cleaning 22

Being Green at Home: General Household Habits and Practices 26

Being Green at Home: Outside and the Garage 31

Appendix: Participant Profiles 34


Background and Objectives

• In the second installment of its Conscious Consumers series, Invoke explored the green behaviors that consumers are actually practicing at home and what key drivers and barriers exist around the adoption of these habits.

• This study used Invoke’s Live online, real-time research platform to speak to a sample made up of 104 individuals plus Invoke’s Open asynchronous platform made up of 104 individuals defined by the following criteria (total sample = 208):• Adults, Ages 18+• Mix of household incomes, regions, education, ethnicities• Primary grocery shopper• Not employed in Marketing, Market Research, Advertising, or Public Relations

Objectives

Participant Design

Key Insights


Key Insights

Overall, Americans do consider themselves to be green—just not as proactively green as we think. 68% of consumers do consider themselves (or their habits) to be green and do things that ultimately benefit the planet such as recycling or conserving how much energy they use at home but not necessarily the more proactive habits (growing their own vegetables, buying green products, using alternative energy sources, etc.).

Cost is the key driver of how green Americans are. Financial concerns trump consumers’ desire to do good for the environment. Replacing appliances and fixtures with more environmentally friendly substitutes, buying green cleaning products and environmentally friendly food products all require financial investments that many consumers are unwilling or unable to make. Even when already doing green things—like washing clothes with cold water and using Energy Star rated appliances—the strongest motivation is financial and the cost savings consumers will get from them.

Perceived value is another barrier to adoption of green habits—particularly when thinking about cleaning products. More expensive, green cleaning products suffer from the perception that they don’t get things as clean as harsher, less environmentally friendly and less expensive products, thereby not providing value for the money.

Being green is most important in the kitchen and bathroom. Because these rooms house the appliances, fixtures and products that dominate the household’s budget, consumers view these rooms as being the most critical areas to conserve electricity and water, benefiting not only the planet but the household’s finances.

EXECUTIVE SUMMARY


Executive Summary

• Consumers’ perceptions of being green is generally positive although many see it as an expensive endeavor. Most consumers recognize that green products tend to come with higher price tags than their less environmentally friendly competitors. • The higher price of being green therefore, tends to become a barrier to

adoption of many environmentally friendly habits.

• Despite many participants indicating that they can’t afford to be as green as they often want to be, 68% of them do consider themselves green. This perception is fueled by their belief that by recycling and conserving energy they are leading a green lifestyle.• Given the higher cost of being green, it is not surprising that those who think of

themselves as green tend to be more affluent (household income greater than $50,000) and college educated.

• We also see that there is a generational difference, with seniors tending to be less green than younger Americans. This too could be a function of limited financial resources prohibiting the adoption of green habits.


Executive Summary

• While over 2/3 of consumers consider themselves green, only about 50% of participants are talking to their friends and family about being green. • This relative lack of excitement (if it was something they were passionate about

it would more often be a topic of conversation) about the lifestyle is not really surprising given a recent poll which indicated that Americans’ concern for the planet had dropped by 9% since 2009, supplanted by concerns about the presidential election and health care reform.

• Adoption of a green lifestyle at home is most important in the kitchen and the bathroom:• The kitchen is seen as an important focus for green efforts because of its

significant energy consumption (appliances and water) and the fact that the household’s meals are prepared here. It is also seen as the center of the household’s recycling efforts (the green habit most practiced by consumers).

• Similar to the kitchen, the amount of resources being consumed in the bathroom make it an important part of the home in which to practice green habits.


Executive Summary

Being Green at Home: The Kitchen•Although recycling was the most common green kitchen behavior, consumers also tend to have energy efficient appliances and they use reusable shopping bags and storage containers—all of which are seen as great ways to not only help the environment but save money.•Energy Star rated appliances are viewed as an important part of most consumers homes—with 74% already owning Energy Star rated appliance and 85% indicating that it would be very important to have for future appliance purchases.

• The Energy Star rating is clearly seen as a way for consumers to save energy, thereby saving money. Reduced energy consumption and its positive impact on the environment is seen more as a side benefit to the rating.

•While about half of consumers say they use non-toxic or natural household cleaners, the largest proportion of participants (76%) use regular cleaners. This usage is not only driven by the higher cost of green cleaners relative to their regular alternatives, but also the perception that green cleaners do not do as good a job of getting the house clean and killing germs.

• It is interesting to note that many participants who indicated that they used green cleaners also keep the harsher cleaning products on hand for more thorough cleaning jobs.


Executive Summary

Being Green at Home: The Kitchen (cont.)•The laundry is another area where many consumers practice green behavior—using HE washing machines, washing clothes in cold water and only washing full-loads of laundry. However, it is interesting to note that the driver behind this behavior is not the positive impact it will have on the environment but instead the positive impact it has on their wallet. Consumers see the money they save as the key benefit and the planet saving as a perk.

Being Green at Home: The Bathroom•Green practices in the bathroom are focused primarily on conserving resources—electricity and water—which in turn save money. Most consumers typically use less water in the bathroom—taking shorter showers, turning the faucet off when brushing their teeth or shaving and when possible using low-flow faucets and fixtures.

• That being said, many indicated that the greatest barrier to doing more in the bathroom (replacing fixtures with more eco-friendly versions or buying natural products) is the cost.


Executive Summary

Being Green at Home: General Household Habits and Practices•For the remainder of the house, green efforts focus primarily upon conserving energy and ultimately keeping utility bills as low as possible.

• 92% of consumers turn off lights when they leave a room and 81% use energy efficient bulbs throughout the house.

• Heating and cooling expenses are controlled by using fans, programmable thermostats and protecting their home from the outside temperatures with insulation, blinds, curtains and window films.

Being Green at Home: Outside and the Garage•Americans’ efforts to be green outside of the house also center around conserving resources.

• Yard maintenance is a strategic endeavor for consumers, particularly in how they water their plants and lawn—waiting until it is absolutely necessary and watering either in the evenings or mornings.

• When it comes to how they get around, most Americans still rely on cars (either by preference or necessity) and therefore focus many of their green efforts on making sure the car runs at peak performance and that they don’t waste gas with unnecessary trips.

PERCEPTIONS OF BEING GREEN


Being green is admirable, but not always economically feasible.

“I think that being green is a great idea, but in small steps and increments. I don't feel like

everyone should feel like they "have" to run out and get solar panels or buy only recycled or

organic products.”

“I think that being green is a great idea, but in small steps and increments. I don't feel like

everyone should feel like they "have" to run out and get solar panels or buy only recycled or

organic products.”

“Being green sounds really good because it means that you are being

environmentally friendly. I think about it a lot because I’m always recycling plastic

bottles and other recycable items”

“Being green sounds really good because it means that you are being

environmentally friendly. I think about it a lot because I’m always recycling plastic

bottles and other recycable items”

“Definitely. I always recycle and try to conserve water, energy, etc. I'm just a bit reluctant to pay extra for

products that are considered "green" because I think companies should

make green products anyway, to do their part.”

“Definitely. I always recycle and try to conserve water, energy, etc. I'm just a bit reluctant to pay extra for

products that are considered "green" because I think companies should

make green products anyway, to do their part.”

“Being green feels like it is the way we should all go towards if it wasn’t so expensive. It is not something I think

about because I need to provide for my family and price is a huge factor and

"green" products are pricy.”

“Being green feels like it is the way we should all go towards if it wasn’t so expensive. It is not something I think

about because I need to provide for my family and price is a huge factor and

"green" products are pricy.”

“I would like to be more green but being green is expensive and something I cannot afford. If it is something like recycling I will do it. but I will not

pay extra for green products as they are too expensive and do not work as well as regular

products.”

“I would like to be more green but being green is expensive and something I cannot afford. If it is something like recycling I will do it. but I will not

pay extra for green products as they are too expensive and do not work as well as regular

products.”

Q) First, what is your overall feeling about the whole idea of being 'green'? Is it something you think about?

• The majority of consumers view being green as a good thing, agreeing that doing small things has a positive impact

• However, many people do not go beyond recycling or conserving energy as the cost of ‘green’ products is perceived as too high and not practical for their personal finances.


Despite economic barriers to buying green products, most consumers consider themselves to be green.

Q) Do you consider yourself (or your habits) 'green'?

• Those who most identify themselves as ‘green’ tend to be college educated, under age 65 and with household incomes greater than $50,000.

• While there aren’t significant regional (East, South, Midwest, West) differences—it is noteworthy that 80% of those living in the West consider themselves green versus the national average of 68%.


Recycling and conserving energy fuel perceptions of leading a green life.

Q) Please repeat whether or not you consider yourself to be 'green' and tell me why.

“I recycle a lot (but I am not obsessed about it). Our recycle bin is usually full on trash collection days. And when family/friends come over I make them recycle too”“I consider myself to be green because I like to recycle paper that I don't use. I like to save containers and reuse them again. I like to use plastic containers to eat out of.”

Recycling seems to be consumers’ point of entry into leading a green life…

“I bought an HE front load washing machine and use cold water for most loads of laundry. We recycle whatever our local recycle system will take.”I consider myself green because I recycle what I can and I try to use less energy.Yes, I do. I try to use as many green products as I can, I recycle, and try to conserve energy and re-use things instead of throwing them away.

…followed by conserving energy.

“I try to buy products that are produced from recycled materials; I recycle everythng possible; I am very conservative with gas and electric usage.”“Yes, I try to chose products that are less harmful to the enviroment, such as buying local and recycle/reuse everything I can”

Although not as prevalent as recycling or conserving energy, buying green products also factors into consumers green habits.


Being green is not a universal topic of conversation but some do discuss recycling with their friends and family.

Q) Do you ever talk with friends and family about being 'green'?Q) Some of you said that you do talk about being 'green' with your friends and family--what kinds of things do you talk about? What would a typical conversation sound like? Please be as descriptive as possible. If you do not talk about being 'green,' please just type "NA".

• While most people consider themselves to be green it is not something they necessarily discuss—except for those in the West where 7 in 10 have this conversation.

“We talk about the importance of using eco friendly products, but how the more expensive price limits what we buy. We also talk about the importance of recycling.”“When I talk to my sister, I always tell her about taking my own cloth bags to the store and that I recycle”“Remember to recycle aluminum pop cans, oil, and bottles/newspapers on a weekly basis”“I talk about the importance of buying natural and organic products. I also talk about the importance of recycling and using energy efficient appliances and electronics. I talk about this mostly to my family.”

Recycling tends to be the most frequent green conversation had by consumers.


The kitchen and the bathroom are seen as the most important rooms to focus green habits upon.

“I think the kitchen is most important. All of the recycling that

you can do and using fresh local produce and meats. And no using

chemicals to clean with.”

“I think the kitchen is most important. All of the recycling that

you can do and using fresh local produce and meats. And no using

chemicals to clean with.”

“Probably the kitchen. There are many things that are affected by

being green there. Saving on heating/cooling by when you do certain taskjs to cooking locally

grown foods”

“Probably the kitchen. There are many things that are affected by

being green there. Saving on heating/cooling by when you do certain taskjs to cooking locally

grown foods”

“I think the kitchen is a big green area because a lot of activity and products go in and out of it. Like

buying groceries and recycling the container they come in. Also using reusable hand bags. The list is long in the kitchen. ......not using throw

away plates and forks.

“I think the kitchen is a big green area because a lot of activity and products go in and out of it. Like

buying groceries and recycling the container they come in. Also using reusable hand bags. The list is long in the kitchen. ......not using throw

away plates and forks.

“Being "green" in the kitchen is important. Not only can I be "green" in

cleaning the kitchen, but I can make healthy food choices for my family. The choices that I make today will influence my children's opinions and actions, as

well.”

“Being "green" in the kitchen is important. Not only can I be "green" in

cleaning the kitchen, but I can make healthy food choices for my family. The choices that I make today will influence my children's opinions and actions, as

well.”

“The kitchen and bathroom b/c those rooms use the most water and electricity. It is important to

be more eco-conscious in these areas so that I can ensure I am not wasting resources.”

“The kitchen and bathroom b/c those rooms use the most water and electricity. It is important to

be more eco-conscious in these areas so that I can ensure I am not wasting resources.”

Q) And thinking about your home as a whole - are there any areas of your home where you think it's more important to be 'green' than others? What are they and why do you think they are of greater importance?

• Given that the kitchen and bathroom have the most numerous opportunities to use resources, its not surprising that consumers see these as the most important rooms in which to focus their green efforts.

“Only areas where it's being used most, like bathroom area, kitchen and whatever electonic components are

being used mainly because they are being used frequently.”

“Only areas where it's being used most, like bathroom area, kitchen and whatever electonic components are

being used mainly because they are being used frequently.”

BEING GREEN AT HOME

THE KITCHEN


Green kitchen habits center on recycling , conserving energy and reusing containers or bags.

Q) And thinking specifically about your kitchen and being 'green' - is there anything you are currently doing that you think has a positive impact on the environment and/or your household's health? What are those things?Q) Please tell me which of the following apply. Do you... (Select all that apply)

• In addition to recycling, consumers are reusing containers and bags and using washable cloths and sponges instead of paper towels.

“Recycling, only running the dishwasher when it is full, being mindful of the amount of water used when rinsing or hand washing, using some natural cleaning products.”“I have a recycling bin in my kitchen and use appliances that are energy star compliant.”“Making sure I purchase energy-efficient appliances, reusing plastic bags and recycle bottles and cans”“The recycling is collected in the kitchen in bins and I use green cleaners (there’s always a fresh bowl of fruit on the counter”“I use natural light. When it comes to utensils I wash them with a dish cleaner which is env friendly. If I have to use plastic wares, I ensure that I should be able to recycle them. I prefer organic food”

Recycling and having energy efficient appliances are the most common green kitchen habits


Energy Star rated appliances are seen as not only good for the environment but the consumers’ wallet.

Q) You may have already mentioned this, but are any of your current appliances Energy Star labeled/rated products? Q) If you were in the market for new appliances for your kitchen, how important would it be to buy Energy Star labeled/rated products?Q) 18) What does 'Energy Star' mean to you? What are the implications of having these types of appliances?

• Energy Star rated appliances are present in a majority of homes and viewed as very important for future purchases.

“They use less electricity. They save money and are better for the environment”“Does not use high levels of electricity and saving on the energy (gas and electric) bills”“To me, it means that there's less energy being used like in refrigerators and microwaves and the sort. The implications to me are GREAT. Meaning less energy being used and LESS to pay on the electric bill.”“Energy Star means appliances that can save energy and save you money in the long run.”“They are important for our future, it will save some energy and costs for using such appliances are better than using a non-energy star appliances, so it saves many things including prevention of shortage of energy.”

Energy Star rating is synonymous with not only saving energy but money.

CLEANING


Only ½ of participants are using natural or non-toxic cleaners despite indicating that using products that are safe for their families is of great importance.

Q) Assuming that getting your kitchen clean is the most important reason for choosing what to use, please tell me how important the following factors are when you choose what you clean your kitchen with. Please rank each factor with 1 being the most important, 2 being the next important and so on. (Rank all)Q) What kinds of products do you use when you clean your house? (Select all that apply)

• Only about half of participants are using natural products like baking soda or vinegar or non-toxic cleaners like 7th Generation or Method to clean their homes.

• Although only half of our participants indicated they used natural and non-toxic cleaners or cleaning methods, choosing products that are safe for their family is often the most important decision criteria.

• This is distantly followed by affordable and no harmful environmental effects.


“I use natural products to clean my kitchen because it is healthy for me & my family as well as the

environment.”

“I use natural products to clean my kitchen because it is healthy for me & my family as well as the

environment.”

“They are non-toxic, which are safer and healthier for the family, they have a much

pleasant fragrance, and most of all they are safer so they are helping the environment”

“They are non-toxic, which are safer and healthier for the family, they have a much

pleasant fragrance, and most of all they are safer so they are helping the environment”

“I like natural products, such as baking soda and vinegar,

because they are cheaper and safer. However, I do use some

regular cleaning solutions, too.”

“I like natural products, such as baking soda and vinegar,

because they are cheaper and safer. However, I do use some

regular cleaning solutions, too.”

Consumers are split over the critical criteria for choosing a cleaning product: germ killing vs. environment friendly.

Q) And why do you use these products to clean your kitchen? Think about the functional (i.e. disinfect, smell good, etc.) as well as emotional reasons for using these products. Please be as detailed as possible.

“I use them to kill germs, antibacterial products.…at least once a week use

something with bleach in it...feels it cleans better”

“I use them to kill germs, antibacterial products.…at least once a week use

something with bleach in it...feels it cleans better”

“I feel that green cleaning products

do not work as well so I don't use

them.”

“I feel that green cleaning products

do not work as well so I don't use

them.”

“I think the regular cleaning products work better at

killing germs and disinfecting and I use them

often.”

“I think the regular cleaning products work better at

killing germs and disinfecting and I use them

often.”

“The end purpose is to have a clean kitchen. Not much

thought goes into the "green" effect, we just want to clean

our kitchen with a product that does the job.”

“The end purpose is to have a clean kitchen. Not much

thought goes into the "green" effect, we just want to clean

our kitchen with a product that does the job.”

“Scent, ease, non-toxic, balanced by cost.”

“Scent, ease, non-toxic, balanced by cost.”

• Users of natural products cite their safety and cost effectiveness (vinegar, baking soda, etc.) as the drivers of the choice.

• Killing germs and a greater perceived cleaning power are the key drivers of the choice to use regular cleaners.


Green laundry habits are driven more by cost savings than concern for the environment.

Q) Which of the following things apply to you? (Select all that apply)Q) Please tell me what is the most important reason for your 'green' laundry habits (or lack thereof). Please be as detailed as possible.

“If I have any "green" laundry habits, it is because I attempt to save money whenever possible. I can save money and help conserve energy by using cool water, only washing when the machine is full, and use high efficiency machinery.”“I don't believe I am particularly green when doing my laundry, but I do use cold water whenever I do my wash. I believe cold water cleans just as well as warm water and it avoids any worries about shrinking your clothes.”“To be honest, it's mostly about saving the money. Saving the environment is a nice side benefit.”

‘Green’ laundry habits are in actuality ‘cost-effective’ laundry habits.

• The majority of consumers only do laundry when they have a full load. But there are also a large number of people who use an HE washing machine and only wash clothes in cold water.

GENERAL HOUSEHOLD HABITS AND PRACTICES


Green bathroom habits consist primarily of conserving water.

Q) Now I'm going to show you a list of things that you could be doing in your bathroom that are considered 'green'. Which of the following things are true?Q) Please tell me about some of the things you do that could be considered being 'green' in your bathroom.

• The majority of consumers conserve water—taking shorter shower and turning off water when brushing teeth—as part of their green efforts.

Most consumers seek ways to conserve water as part of their efforts to be ‘green’ in the bathroom.

“Low flow toilet. energy efficent shower heads, turn off water when brushing teeth (I don't do it all the time)”“We always turn off faucet when brushing teeth to save water. We try not to take long showers.”I try to shower quickly and use less hot water. When shaving - I do not allow water to run. I buy toilet paper that does not have a cardboard center.”“We do not run the water continuously when brushing teeth, washing face, or applying make up, or my husband shaving. I do not fill the bathtub to the highest level when bathing.”


Green efforts in the living room are all about saving electricity.

Q) Which of the following types of 'green' things are you doing? (Select all that apply)Q) 28) Thinking about your living room - what kinds of things, if any, do you do that you consider being 'green'?Q) And how does doing these things make you feel?

“Turn off lights and TV when I am not in the room, close blinds

in day to keep sun out.….I feel smart for saving money on my electric bill and I feel like I am

doing my little part to be green”

“Turn off lights and TV when I am not in the room, close blinds

in day to keep sun out.….I feel smart for saving money on my electric bill and I feel like I am

doing my little part to be green”

“Turning off the TV when no ones watching it or the lights when we aren't in the room makes me feel good that I am saving money and

electricity.”

“Turning off the TV when no ones watching it or the lights when we aren't in the room makes me feel good that I am saving money and

electricity.”

“Make sure I turn of all the lights and only use one light or just turn on the TV if I’m using it for light. This helps me on

saving money….Good cause I save money. And I help the envoriment a bit

too.”

“Make sure I turn of all the lights and only use one light or just turn on the TV if I’m using it for light. This helps me on

saving money….Good cause I save money. And I help the envoriment a bit

too.”

“Keep lights on an on/off switch - off when not in the room.

Most entertainment equipment are Energy star rated. Use energy efficient lightbulbs.”

“Keep lights on an on/off switch - off when not in the room.

Most entertainment equipment are Energy star rated. Use energy efficient lightbulbs.”

• Green habits in the living room revolve around conserving energy—turning off lights, using energy efficient bulbs and unplugging anything not in use.


Programmable thermostats and insulation are being used by consumers to regulate the temperature in their homes.

Q) Let's talk about the way you heat and cool your home. Which, if any, of the following do you use in your home?Q) Do you have a programmable thermostat in your home?Q) Is your home insulated?

• A majority of consumers have insulated their homes and are using programmable thermostats, both of which help conserve energy.


“I try to leave the air conditioning off and just use fans and leave the windows open. In the winter, we leave the thermostat set

at 70.”

“I try to leave the air conditioning off and just use fans and leave the windows open. In the winter, we leave the thermostat set

at 70.”

“When cooling I tend to close window

blinds/curtains to keep the sun out and the room

cooler, especially those rooms that are not used as

much.”

“When cooling I tend to close window

blinds/curtains to keep the sun out and the room

cooler, especially those rooms that are not used as

much.”

Fans, blinds and curtains are popular tools in consumers’ efforts to save on AC and heating costs.

Q) Are there any other things you do to help conserve energy when cooling or heating your home and what are those things?

“Lower/raise themperatures depending on the season, open/close drapes to utilize the sun depending on the

season, weather-stripping around windows and doors.”

“Lower/raise themperatures depending on the season, open/close drapes to utilize the sun depending on the

season, weather-stripping around windows and doors.”

“Use black out curtains to keep it cooler on the inside, set the thermostat at one

temp and leave it, turn it off or set timer that turns it on and

off at certain times.”

“Use black out curtains to keep it cooler on the inside, set the thermostat at one

temp and leave it, turn it off or set timer that turns it on and

off at certain times.”

“I set the thermostat at a cooler than 70 level and wear

sweaters when cold. I will use a fan more that an air condition

unless it is very hot.”

“I set the thermostat at a cooler than 70 level and wear

sweaters when cold. I will use a fan more that an air condition

unless it is very hot.”

“I really don't use much heat in the winter or air conditioning in the summer. I've learned to cut back drastically by using extra clothing in the cold weather

and pedestal fans around the condo in the summer.”

“I really don't use much heat in the winter or air conditioning in the summer. I've learned to cut back drastically by using extra clothing in the cold weather

and pedestal fans around the condo in the summer.”

“Lower the heat temp at night and keep the air conditioner at 78. Keep the curtains or blinds drawn when the sun comes in.”

“Lower the heat temp at night and keep the air conditioner at 78. Keep the curtains or blinds drawn when the sun comes in.”

• Consumers use fans more, keep blinds and curtains closed and adjust their wardrobe to help conserve energy when cooling and heating their homes.

OUTSIDE & THE GARAGE


“ I do my watering either early in the morning or in the evening. Thats good for the environment because I think I am using less water.”“Use an irrigation system that is monitored to water the trees and bushes.”“When mowing the lawn I either mulch or bag and compost my clippings as well as the weeds. I water very very sparingly. I have replaced landscape lights with solar ones”“Water grass only when absolutely necessary, use natural weed killers and fertilizers, plant trees for shade”

Limited and well-planned irrigation seems to be one of the more popular green habits practiced by consumers.

• Many consumers green habits include avoiding pesticides, growing their own vegetables and planting trees in their yards.

Q) Tell me about some of the things you do around your house that you consider to be good for the environment? What are these things and why do you think they are good for the environment?Q) And which of the following do you do on a regular basis around your house? (Select all that apply)

Responsible water usage, avoidance of pesticides and planting gardens top consumers’ green outdoor habits.


Driving continues to be the core mode of transportation, making fuel costs of greatest importance to consumers.

Q) Now let's think about your transportation. Which of the following do you regularly do? (Select all that apply)Q) And what is your primary reason for your habits around transportation? Please be as specific as possible.

“I limit my driving, to conserve my gas for the week. Just not going anywhere. Trying to save money”“I like to save on the cost of gas and enegy but making trips that combine a variety of personal business.”“Monetary most important reason with gas prices today. Plus walking is good for my health and gives me exercise as I sit in an office most of the day.”“I drive a fuel efficient car to save money on gas and because it is better for the environment. I also have regular maintenace on my car to ensure my car runs well and will not break down.”

Saving on gas is a key driver of participants’ transportation habits— with driving less and making more efficient trips topping the behaviors.

• According to Census data, 86% of Americans commute to work in a car, therefore its not surprising that their green transportation efforts tend to center around their car—car maintenance and fuel efficiency.

PARTICIPANT PROFILES


Demographics


Household Description


Residency Profile

Conscious Consumption: From the Market to the Home

Business

green products

green americans

green efforts

green12being green

kitchen19being green

green behaviors

green cleaning products

executive summarybeing