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Changing Food Habits: Segmenting the Market Using the 2014 Greendex - Infographic #4

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This is the last in a series of four short articles that examine the potential for more sustainable consumer behavior within the food category. Again, we draw on the Greendex 2014 study of consumers in 18 countries, conducted with National Geographic, to mine for insights to help governments, companies and NGOs unlock further change. Our first installation of the series described the “Moveable Masses” segment, largest of the five groups that our analysis has identified. The second installation presented a snapshot of the “Motivated Greens” segment, the most environmentally driven group of consumers. This week we will explore the “Conflicted” category of consumers. The third installation explored the “Conflicted” category of consumers, who already have a relatively modest food footprint but at the same time lack the necessary motivation and concern to become even more sustainable. This week we will look at the “Immobilized” consumer segment.

The “Immobilized” group of consumers are also a relatively small segment across the 18 markets surveyed (16%). This group consumes a moderate amount of food with a heavy environmental footprint but is not open to improving its behavior to become more sustainable. “Immobilized” consumers are not very concerned about the environment and they often feel that consumers have little influence over how food is produced. Although “Immobilized” consumers usually understand the benefits of buying organic or local foods, they mostly do not think it is worth the extra cost to buy food that is sustainably produced.

The infographic below is intended to help us better understand this segment. (click to enlarge)

click to enlarge

Please feel free to comment on this blog or contact me directly:

Tove Malmqvist |  This email address is being protected from spambots. You need JavaScript enabled to view it.  | Twitter | Read Bio

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Guest 19 November 2017

The GlobeScan Espresso Blog offers weekly insight from GlobeScan team members, based on our expertise in stakeholder intelligence and engagement, as well as client experience, and supported by our unique global trends archive.

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