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Marketing Research Articles Related to the Environmental Industry

Marketing Research Articles Related to the Environmental Industry

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Boston Edison uses research to measure the success of an energy conservation program

Published
December 1991
Author
Mary Lynn Spada
Abstract
Boston Edison conducted a comprehensive study to answer questions about its Lite Lights energy conservation program's four major components: program delivery, target market, promotion and estimation of energy savings. The company used a broad range of research strategies: in-depth one-on-one interviews, focus groups, phone interviews and customer surveys.

Keep America Beautiful uses one-on-ones to test replacement for long-running TV spot

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
Keep America Beautiful used one-on-one interviews with consumers from a wide variety of backgrounds to test a new advertisement concept featuring baby surrounded by mounds of garbage.

Focus groups shape ads designed to expand market for Federal Duck Stamp Program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
The U.S. Fish and Wildlife Service enlists the help of a research and advertising firm to determine how to reach a new audience and broaden the market for duck stamps, currently required for duck hunters and of interest to stamp collectors. The focus groups tested a range of creative appeals, including: buying the stamps as a way to save the environment; buying and collecting them as an investment; and giving stamps as gifts to others. The focus groups helped determine that the stamps’ beauty and collection value weren’t enough to entice buyers, and instead, stamps were offered to consumers as a way to save wetlands.

Chevron tracks long-running corporate advertising program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
In its quest to be seen as an environmentally friendly oil company, Chevron has had a print and TV campaign, called “People Do.” Communicus, a Santa Monica, Calif., research firm conducts wide-ranging telephone interviews that mask the study’s sponsor and its advertising focus. Respondents give ratings, impressions, and purchase information for a number of companies and their advertising. Re-interviews are done a year later to test ad effectiveness.

Growing market segment focuses on health and sustainability

Published
February 2005
Author
Brent Green
Abstract
Examines the lifestyles and other facets of a consumer segment called LOHAS (lifestyles of health and sustainability), as explained by The Natural Marketing Institute.

Trade Talk: For climate's sake

Published
November 2007
Author
Joseph Rydholm, Quirk's Editor
Abstract
A worldwide survey shows that consumers are acting on their stated concerns about global warming and other environmental issues by changing some consumption habits.

Trade Talk: Consumers unsure how to solve packaging waste problems

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Pollution has become a hot topic. This article discusses packaging waste problems and factors in resolving the problems, including consumer involvement.

How do vehicle owners feel about hybrids?

Published
August 2008
Author
Scott Pimley
Abstract
Reports on a survey of hybrid-vehicle owners, which questioned the drivers' reasons for purchase, satisfaction with their purchase, expectations toward gas mileage and preferences for alternative fuels.

Getting to know eco-aware consumers

Published
August 2008
Author
Kent Ragen
Abstract
The author draws from his firm's panel of eco-aware consumers to sketch a broad portrait of this growing segment. Rather than going green across all product categories, they have differing preferences and expectations of greenness depending on the product in question. Cars and household products top the list of items that consumers want to be green, while apparel and electronics are relatively low on the list.

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

How Web 2.0 made a long survey more palatable

Published
August 2009
Author
Amy J. Hebard
Abstract
Green-industry researcher Earthsense worked with its partners to improve the survey-taking experience for respondents of its online Eco-Insights study, adding a female avatar and other elements to enhance interactivity and create a sense of fun.

Four-day workweek catching on

Published
July 2008
Author
Quirk's Staff

Does the election mean an auto industry makeover?

Published
August 2008
Author
Quirk's Staff

July 4th SUV sales may be more blue than red or white

Published
June 2009
Author
Quirk's Staff

Trade Talk: New-product survey plumbs consumer mind-sets

Published
March 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look into the top products of 2009 and what they can tell researchers about upcoming trends.

In Case You Missed It... May 2010

Published
May 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: L.L. Bean uses students to take new line to the streets; GM launches test-driving facilities; green trends over the next decade

Doubt dominates Americans' faith in fixing BP oil spill

Published
June 2010
Author
Quirk's Staff
Abstract
According to a poll from BIG Research, Americans have little confidence in BP and the federal government's ability to stop the Deepwater Horizon oil leak in the Gulf of Mexico.

Consumers expanding their definition of 'buying local'

Published
October 2010
Author
Quirk's Staff
Abstract
The notion of buying local doesn't only apply to coffee and produce anymore, as consumers increasingly crave connection to their communities. A high-quality product from a local retailer could likely beat out global competitors - as long as the price is right.

Our green enthusiasm is wilting

Published
February 2011
Author
Quirk's Staff
Abstract
Research from Harris Interactive indicates that the eco-conscious trend is fading in America, as adults are less likely to adopt green behaviors and activities.

Millennial myths: debunking conceptions of Gen Y

Published
April 2011
Authors
Mattias Behrer and Joeri Van den Bergh
Abstract
This article is an excerpt from How Cool Brands Stay Hot: Branding to Generation Y, a book by Joeri Van den Bergh and Mattias Behrer. This excerpt challenges some of the common misunderstandings regarding Millennials.