Change Is in the Air?

Steve French, Natural Marketing Institute, USA
This paper discusses key findings taken from NMI’s 2007 and 2008 Lifestyles of Health and Sustainability (LOHAS) Consumer Trends Database®, an annual survey focused on the marketplace for LOHAS products, the consumers who use them, their attitudes toward environmental and social issues, and expectations of corporate behavior. Despite the economic downturn, sustainability remains an important issue, but consumers increasingly expect all of the traditional and green benefits from products with no sacrifice in convenience or price. Confusion over divergent marketplace signals and the tensions among the myriad of “seemingly” green choices represent key areas for consumer research.
[ to cite ]:
Steve French (2010) ,"Change Is in the Air?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 32-35 .