Consumer reaction to the green movement including the impact a troubled economy may have on purchasing behavior is explored by a new documentary film and white paper from independent consumer insights firm, dig.

“The Consumer Reaction to the Green Movement” is the result of in-depth interviews and observation studies of consumers and their immediate “influencers.” Dig found that consumers have three distinct emotional reactions to the green movement, which determine how they make purchase decisions.

A full immersion film details insights and actionable implications for marketers who are looking to “green” their product development and marketing efforts. A white paper detailing opportunities for each group and a shorter meeting film are also available.

“The media coverage around the green issue creates an impression that there has been a sea change in consumer awareness and behavior,” says Teri Wadsworth, consumer psychologist at dig. “But we found that consumers have only begun to make changes. People learn new things and react to them as consumers every day.”

Leading marketers are adjusting line-ups to meet the perceived demand for green products and services. But in the majority of U.S. households, economic (not environmental) climate change is seen as the most pressing issue. What was shaping up to be a sustained green “explosion” is now seen more realistically as an ongoing expansion.

“It might seem that the economic downturn will stymie the green movement,” says Wadsworth, “but there is a surprising amount of overlap between green behavior and frugal behavior. Smart brands will continue to grow if they stay relevant to their consumers.”

The proprietary research identifies three distinct consumer segments — each with varying degrees of receptiveness to green products and messaging. It also shows that external forces — such as the economy — impact each segment’s behavior to varying degrees. The three consumer segments also have distinct purchase motivations and triggers.

“The economic downturn will slow the momentum behind green efforts,” says Wadsworth. “But informed marketers who target appropriately will continue to be successful because this group will continue to grow. The driving force behind this movement is what consumers see as threats to themselves, their families, and their environment. Those reactions may be muted, those purchases may be delayed, but they won’t disappear.”

The films and white paper are available for purchase through dig. Additional information including a film trailer can be found on their webpage: http://www.digprojects.com/green

About dig

dig is a consumer insight company that blends the interviewing and observational techniques of ethnographic research with the storytelling methods of documentary filmmaking. dig is dedicated to generating insights and communicating them in the most effective and influential manner possible. dig clients include: Kraft, Best Buy, Taco Bell, Glaxo SmithKline, and Procter & Gamble. dig has offices in Chicago and Boston.

For more information, please visit their website: http://www.digprojects.com/

Source: dig

Website: http://www.digprojects.com/

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