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Green Shopper – Myth, reality or just misunderstood
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A word about segmentation
| How many ways can we slice and dice green consumers?... Really?
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A word about segmentation
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A word about segmentation
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A word about segmentation
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A word about segmentation
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A word about segmentation
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A word about segmentation
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A word about segmentation
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A word about segmentation
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Activating our “green centre”
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Scale, Sensors, and Sensibilities
| “The key to becoming a contemporary corporate leader is to take on the responsibilities for externalities – what economists call the impacts you have on the world (like pollution) for which you are not called to account.”
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Methodology
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| 1,000 intercept interviews outside 4 Woolworths storesToorakDandenongMarrickvillePlumpton
| Respondents answered several questions and asked to dig in their trolleys for “green” products
| Seek to examine the gap between intent and behaviour
Mind the gap
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Just how concerned are they?
Quite a bit really…| 50% are “a lot” or “quite a lot” concerned
about the impact their purchasing decisions have on the world.
| A further 34% acknowledge they are “a little concerned”.
| Only 7% admit they are unconcerned.
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Just how concerned are they?
About many things…| 51% are “a lot” or “quite a lot” concerned
about the lack of information and green labelling.
| A further 29% acknowledge they are “a little concerned”.
| Only 6% admit they are unconcerned.
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Just how concerned are they?
Especially about truth…| 74% are “a lot” or “quite a lot” concerned
about the wrong environmental information (greenwash).
| A further 15% acknowledge they are “a little concerned”.
| Only 5% admit they are unconcerned.
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What concerns them?
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Who do they trust?
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What’s important to them?
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What are they prepared to give up?
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What did the Green Shoppers buy?
| Toilet paper – 23%| Dishwashing Liquid – 16%| Free Range Eggs – 16%| Laundry Liquid and Powder – 10%| Fresh Fruit and Vegetables – 9%| Tuna Salmon – 5%| Milk – 5%| Paper Towels – 4%| Chicken – 4%| Light Bulbs – 4%
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Conclusions
| There is a green shopper in all of us – the challenge is to activate it
| No one’s responsibility? Or everyone’s| Gruen us Green| A shared, coordinated approach
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Thank you
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