Shopper Sentiments and the Environment

8/10/2019 Shopper Sentiments and the Environment

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RETAIL AND SHOPPER 2009

PART 4 / SHOPPER EXPERIENCE

SHOPPER SENTIMENTS ANDTHE ENvIRONMENT

A cross-culturAl compArison

Scott Young

Vincenzo Ciummo

INTRODUCTION

the eve ha eeved eag ae ve

he a ve e yea, dve by g evdeef gba wag – ad f heah e ed

cha, ida ad ay he deveg

e. Gwg evea awaee ha eaybee eeed akeg, a eegy evey -

aa ay ha deveed adveg bea hghgh ave h aea. i ha a

had a aj a he akagg wd, beae

akagg fe ed a a e f wae – ad aea y aey ad

ede evea a. th y, ag

wh deabe ee f eae ( abyWaa’ saabe pakagg sead ga),

ha ed eay a e beg deveg e

eveay-fedy akagg ye.

n gy, he evea de ha a deda bakah f , a hee ae eag e f

he ke he d f evea a

(.e. “gee-wahg”). makee have a exeeda db ha evea dea have

bee ve-aed, a eeed h ee e by

Ba Beh, cEo f rek Beke: “At the end of theday, it’s the consumers’ decision, and they are not doing

anything about it.”

A pee reeah seve (prs), ayf deadg he’ ad ed-e’ea akagg ye. th, gh f a h

avy, we’ve eeed eff deadg he

eeve akagg ad he eve. o a

e -eve, we’ve bee wkg he akeede e eveay-fedy akagg

ye ha wk he hef (.e. eed ake) –ad he qe ha bee e e: “What works?”

i add, hee a gg -a -

e h eeah, a we’ve waed ee hwevea awaee ad ee vaeda eg. F exae:

• Wd Eea ve he ea – adve e kwedgeabe ad eveay-

ha he e f he wd?• Ha eaed h f he deveg

wd aed evea eve – ad ha

h aaed hg behav?• Ae hee dffeee a e ee

f akagg (.e. whh akage ae eveayfedy?) ad efeee ag akagg ye?

t exe hee e, prs ha ded heef f ay he eeah a gba eve:

1. “Fdaa” eeah dead he’

ade ad aed behav egadg hg,

akagg ad he eve ;2. Exe baded akagg e gage

ee f e akagg ye ad aea

– ad ve he ae f evea fa dvg akagg efeee;

1





3. the e-eg f ew eveay-fedyakagg ye (.e. -hef de), gage

he ea ae a ad gde/ze hed.

th ae hae ay dg f a hee

f f he eeah, wh a aa f

defyg ae a e (.e. aead dffeee) – ad g a f

akee ad dege.

FOUNDATIONAL RESEARCH

A ay bee f h “fdaa” eeah ha

wa exeed deay a gba eve – ad hawed f de a a e. A

h, eveaed bh ae ad dffeee

he ee ad aed behav.

Fge 1 f exae, gge a geea gba e- ha he hd he d wh e

eveay-fedy akagg, wh 70% ef he a e (exe ra) ageeg.

Hweve, whe he qe aked wh a geaeeha he eby (i.e. “Shoppers

should be willing to pay a bit extra…”), ge dvegegeay, wh fa hghe eve f ageee deveg

ake (Baz, cha, ida ad mex) ha Ee

he ued sae.

A fw- qe eeved g (ee ge 2)evea ahe gba ay, a hw ha

eavey few he exe ha eveay-

fedy akagg w e (ha adaakagg).

th e wh e we’ve head eeaedy

de, a he have eaed ha

e eveay-fedy akagg “e-ed” hd be e exeve ake.

FIgURE 1

ATTITUDES REgARDINg ENvIRONMENTALLy FRIENDLy PACkAgINg

Percentage of shoppers who agreed with each statement (top 2 box on a 5-point scale)


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FIgURE 3IMPACT OF THE CLAIM “MADE FROM RECyCLED MATERIALS”

FIgURE 4

CLAIMED IMPACT OF ENvIRONMENTAL FACTORS ON PURCHASE DECISIONS

Top 2 box on a 5-point scale





eveay fedy. thee dg ae ewh he geea hee we’ve head f he

gbay, whh ha he afae’ e-

by de e eveay-fedy ak-agg a exa – ad ha e’ ay

“jb” eye akagg afe e, whe be.

REACTIONS TO UNBRANDED PACkAgINg

STRUCTURES

the ed e f eeah awed prs ae ad dead he e f evea

fa dvg akagg efeee. A we’ ee,

h eeah eveaed evea eeg ae ad“ eae” a e.

Wh eah d aegy, eah he aw w

hee aeave akagg e, whh heyd hd ad h – ad wa aked ae h/hevea efeee ad he ea why.

A e ad akagg ye, h exeeeveaed ha evea dea ae not a

ay dve f akagg efeee: i he ued

sae, y 26% f he ed “eveay-fedy” a e f he 3 dea dvg

efeee ag akagg , a ed

axaey 40% g fa dea(h a “eay e” ad “e-eaabe”). i add,

he aby ee he d (hgh he akagg)

eeged a a ay dve f akagg efeee he ued sae, a a wde age f aege

dg age je, eea ad badage.

th ay ed wa evde a e, a

he eeage f he g evea faa a ay dve f efeee vaed f 29%

( Geay) dw 19% (cha) ad 16% ( heued Kgd).

FIgURE 5CLAIMED kNOwLEDgE OF PACkAgINg AND THE ENvIRONMENT

Top 2 box on a 5-point scale





Afe dg he efeee, he weeaked evaae he evea fede f

eah akage a 1-10 ae (wh “10” gfyg ha

he akage wa “vey eveay fedy”).

thee ag eveaed ewha dffee eea e. F exae, he ae baded

abaed f dk akage (ga be, a

be ad a a) wee hw hee dffeee, wh vayg e:

• i he ued sae, he akage wee aed vey

aaby eeved evea a, wh

eah akage ag a ab “7,”• i he ued Kgd, he akage wee a aed

vey aaby b e geey, b wh eah

a ea a “6.3” evea fede.• i Geay, he ga be wa (ey) eeved

be h e eveay fedy ha he he

(a 8.2), a ed 4.6 (a) ad 5.6

(a).peha e eg, efeee vaed by ake,

a a ajy f u.s. he faved he a

a, whe u.K. he faved he a be –ad eay haf f Gea he efeed he

ga be.

SEvERAL EXAMPLES – AND MISPERCEPTIONS

A k a dvda exae evea e

ee egadg he evea a fhe aeave akagg ye. i he ued sae,

he wde ga evea ee ae he

e eee aegy, a he akagg waaed a exeey eveay fedy (7.22),

key de jxa wh ae akagg,

whh eeved he we ag (4.98).

thee w ag wee dve by daed aaf ae ad he a he ahee (“Aerosol

is bad for the environment. It kills the ozone layer.”)

Dee h, hweve, vea efeee aay eaedwad he ae (54%), de eeved fa

advaage.

i bh Geay ad cha, a aae ha bewa eeved be bee f he eve ha a

aqe e. th dg aeaed be dve by

ake dee ha ea a d be eyed– ad he ee ha ed e aea ha he

age aqe be. ieegy, ge evea

ee eaed hghy wh hae efeee Geay (74% faved ea a), b cha

(whee hee wa ea efeee bewee ea

ad aqe).

A e ad exae, h eeah ggehee eae egadg he ad he ee

f eveay-fedy akagg:

• F, hey gge ha he y aaed wh

e eveay-fedy akagg fa eed e aege ha he. seay,

hey hghe evy evea de-

a aege wh ge-eve akagg (h

a bed wae ad beveage) – ad aegeaaed wh age afey e (h a e

eee ad eag d). th, ga haae h a cx ad pad sg have bee

ag he aggeve dg ad geveay fedy bad/d (h a gee

wk) ad akagg ye.

• sedy, ad eha e ay, heeexae a aj ga he’ kwedge f

whh akagg ye ae be f he eve.

Wh he bee f ak a/y exy gevea bee, he d not ey

egze whh ye ae bee f he eve.

meve, we’ve ee ha evea eeay be dve by g-daed aa – ad hey

ae fe y wg. F akee, he a

ha hey a’ y a e eveay fedyakage he heve – ad ae ha he

w egze ad aeae he hage. If the goal is to

drive preference or justify a price premium, the environ-

mental benet needs to be conveyed.• Fay, h f f eeah aea aay dg f he fdaa eeah, whh

ha evea dea ae a ay





fa he hg exeee. ideed, ae ad d aege, we dd not d a

e, de kage bewee eeved ev-

ea fede ad vea akagg efeee.

PRE-TESTINg OF NEw ENvIRONMENTALLy-FRIENDLy PACkAgINg SySTEMS

the a e (-hef eg) ha vaed he wdey a de, a ha eeay vved

za (f akagg, f hef ex, e.) feah bad ad ake. Hweve, hee de have

a awed exe evea e ha d

be addeed he he eeah: o-pak Ev-ea meagg, shef peee – ad ia

Bad pee.

A de, we’ve ee ha evea eag-

g vve w deabe haege: cveyga a ea, eg ae – ad eg he

dea wh a bef hg exeee.

i e f he fe, we’ve deed a fd

“egy ga” bewee akee ad he,

ag a he ba eve wh he e “aabe.”Whe he wee aked ab he awaee f

he e “aabe akagg,” y 35% Geay

ad cha aed kw wha he e ea – adh ge wa fa we he ued sae (24%) ad

he ued Kgd (14%) (ee ge 6). Wha’ e,

hee ea beeve ha hee ge ae aed:Whe he wee bed fhe, we fd ha fy

haf akey eeed “aabe” ea dabe.

A e wa akey , “aabe eahe akage b-degadabe ad ay wh

feve.” th, whe akee, dege ad egee

ay hk ad eak f aaby, a eebe ha h not e agage Bejg,

Bgha, B B.

F h ag , we’ve fd a yad f eaed

e f f, dg:

• Widespread misunderstanding of the “recycling symbol”

commonly used in the United States. A ee dy fdha y 26% f he ey ded he

yb efe dffee f f a, a ed

FIgURE 6

CLAIMED UNDERSTANDINg OF THE TERM “SUSTAINABLE PACkAgINg”





eay 50% wh aded havg dea wha hebe ea. meve, eay 70% f u.s. he

beeve ha a f f a ae eyabe, ahgh

h eay he ae.• Persistent confusion/blending in shoppers’ minds between

“good for you” vs. “good for the planet”. Gve he gwg

e f evea eagg, we’ve fd haay he akey ae ha “gd f

y” d ad a (heahy, ga, e.) y

e eveay-fedy akage ad d.say, we’ve ee ha “gd f ae” eage

(dg efeee e, fa ade, e.) ae

yay ged eay wh he eve.

Whh f f evea eagg have eded eae? A e, we’ve fd ha a

kg agbe a (.e. e-hd e a, e

aved ee, e.) ae fa e eg hae aba efeee ( -e aea,

aaby, e.). iay, we’ve a fd ha

efeee eyg ae deed a – ad hahe d yay ake a d bewee

“a be eyed” ad “ade f eyed aea,”ahgh he w fa ae fe ay exve.

iay, eve f akee have he “gh” ev-

ea eage, key ha he w ee

h eage he bef e hey ake he haede. A bad ad e, prs Eye-takg

f akage vewg ae ha hw ha eday

akagg eage (dg a ha ae not dey ked he badg a va) ae avey

deed by y e-hd f he (ee prs

Eye-takg ak exae). i add, we’ve fd haaddg exa akagg eage de ead exa

vewg e: iead, he he’ ae (yay

hee ve ed) y ge dvded ag eeee. Gve h eay, evea eagg

a be eea (.e. a exa eage he

ak). iead, he effeve aah ake

he evea a “he eage” ak – he “ea-f-beg” f he bad ef.

o a bade eve, we’ve fd ha axaey

50% f he ew, eveay-fedy akagg

ye ha we’ve eed qaavey have jeed have a egave a ake. Whe ew ye

have efed y, hee have bee hee e

dve:

• the ew akagg ye have eded hefvby eaed f a he hef.

• the ew akagg ye have “ed-ff”

he a vea eve – ad deaed f dee ad bad agey (.e. hey have y

ked aae hea).• the ew akagg ye have vved ga“ade-ff” e e fa de (h

a d e).

ceay, eeah gge ha akee eed

de he hef a fdaea hage akagg e devey ye. thee va

f he ady deege aegy he ued sae

– befe ad afe he a e eaed

akagg – ae he a f ew e hef. i h ae, prs Eye-takg eveaed ha w

eadg bad had ga dee hef vby(% ng) he eaed ea. i add,

we’ve eeed e he a whhhe have eeed a ew akagg e

hef ad akey aed ha wa a dffee

vaey (.e. a ew f) – by a hage hed ef. thee ae bh a dea,

a vada de have ay hw ha hef

eee (vby ad h-aby) ae ay dvef ae.

Beyd he hef, a ay dage ha ew ak-

agg w dea f “g eve” ea ad/

eeved akagg fay. th wa he ae whe eveay-fedy beddg akagg, whh

dve ga dee (eave ce) vea

aea ad eeved fay (had e, e-eaabe, e.) – ad ay, deved he

f he y h he d. thee dee,

, dve d eeved d devey, badagey, e/vae ee ad hae ee.

A aege, he fdaea dg ha f he

akage de’ “k gh” ae e egadg





ba fa exea, hg ee (dgevea bee) ae f he he’

eeve.

Whh eveay-dve aahe have wked?

sevea -ake “e e” vey vaabee:

• Green Works. cx j eebaed he aveayf “Gee Wk” d e, a bad ha deed

by evea bee, whh e-fedyakagg a f he age . A aggeg

e, “Gee Wk” w he be e aa

eag bad he ued sae, wh a 42% hae fhe ake. se he ah f he “Gee Wk” e,

he aa eag d aegy ha exeeed

ee exa, havg gw e ha 100%.• Unilever Concentrated Laundry Detergent. i ida’

dy he ae, whee hee a ay f wae,

ueve ha eveaged eaed ady dee-

ge b ae. ce e haf a h waea ada bad whe g ueve’ sf Exe

Qk Wah, avg axaey 14 b e eyea – ad ae have eaed 27% he haf f

2008 ae. ceay, he ay e bee a e e, a a he ae wh cd Wae

deege d. Hweve, he evea bee

f he eaed deege akagg a ba-a: 55% e a ed, avg 150

d f a eah yea. the ae akage a

aw he eae k e he heve adede he ad ab f aaed wh

ag he deege ake.

• Kraft Salad Dressing. A hd exae e f Kaf,whh eey ded aad deg ew ea

be ha eded he a f a ed (by 19%),

ved aa efey by 18% (va ebe e kad) – ad exeed ave ve hee

d f pEt aay. Wha’ abe, hw-

eve, ha he ew akagg aey ved

he bad’ hef vby, by eag va awh he d aegy – ad bee deveed agae’ deyg dee ee he d. th,

he e ha bee eaed ae – ad eded .

CROSS-CULTURAL LEARNINg – ANDIMPLICATIONS FOR RETAIL MARkETINg

o a -a eve, h eeah ha eveaed

bh ae ad dae a e.o e eve, hee aea be e eay-

vea gba dg, dg:

• the fa ha evea fa ae geeay a

eday dea wh he hg e– ad hey ae a eadg dve f akagg

efeee.

• the fa ha he d’ exe ay ef eveay-fedy akagg – ad ae

geeay wg “ade-ff” he fa,

aby fay (.e. daby, eae f e, e.)f evea bee.

• the fa ha he d not vey kw

whh akagg ye ae bee f he ev-e, ay be eag de ee egadg

akagg aea – ad ea faa why-ed dy e, h a “aaby.”• the fa ha evea eagg ad a

ae vey key be ed, e hey ae gyzed ak.

cveey, we’ve veed evea eegdffeee a e, dg:

• the hegheed evea awaee evea

deveg e ( aby cha, ida ad

Baz), whh ad aked a heee ad ade ra – ad eee a

ea y.

• the eay ha bh ee ad efeee agakagg ye vay wdey by ake. i he wd,

we’ve ee ha he ae exa akage a be eevedvey dffeey, e f bh evea a

ad vea deaby, a e.

Fay, h eeah ffe evea ea a

gde he devee ad akeg f eveay-fedy akagg.

F ad fe, eveay-fedy akaggye a’ vve fdaea ade-ff. iead,


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hey ee he’ hghe-eve fa eed,wk hef ad bad ad d agey.

Faey, hee w ga – f edg evea

a ad evg ay eed – ae ayexve, a evdeed by he Kaf saad deg

exae, ag ay he.

sedy, ag wh he devee f “aabe”

akagg ye, a aae eff eed g veyg evea bee ak (ad a he

hef) a ea ad eg ae. i fa, evdeegge ha he ef eff have adeevea fa “he bad eage” (ahe

ha a exa a) – ad/ ehazed he aa

bee f a e eveay-fedy ffeg.

Fay, eeah ae he ay haege adea fa fag ew akagg ye – ad

hghgh he eed ae e eveay

fedy ye hay, f he hef hgh he

hg ad age exeee.ceay, we’ve fd ha akee have a g way

g, e f edag he ab akagg

ad he eve – ad eevag he aef evea dea wh he hg

exeee. Hweve, hee ae a gd f

, ed he’ eay vea dee “d he gh hg” e f byg d

wh e eveay fedy akagg – ad e e e. theefe, akee ha

ad e eah-fedy , ad ve de-adg he he’ eeve ad eag vey evea bee effevey – ae key

be we-ewaded a he hef.

The Authors

Scott Young, Perception Research Services, United States.

Vincenzo Ciummo, Perception Research Services, United States.

Documents

Shopper Sentiments and the Environment