Social Responsibility Drives the Purchase Decisions of 68 Million U.S. Consumers

Harleysville, Pa. (June 13, 2003) -- The Natural Marketing Institute’s (NMI’s) second annual survey of the Lifestyles of Health and Sustainability (LOHAS) marketplace reveals consumers have strong and growing interest in various environmental, social, personal development, and values-based issues. In fact, nearly one-third of U.S. consumers, or 68 million adults, are concerned about various environmental and social issues and are conscientious of those issues when making purchase decisions --- showing 7% growth versus 2002.

Overall, consumers indicate high interest levels in protecting the environment (91%), socially responsible business practices (83%), and preference for purchasing products made in a sustainable manner (59%). What is most interesting and relevant for manufacturers and marketers is that many consumers incorporate those related attitudes into their purchase decisions across many different products. As proof of the growing LOHAS marketplace, consumers show strong interest in a variety of specific products including energy efficient appliances (96%), renewable power (74%), organic food (53%), hybrid vehicles (56%), and many additional products and services that were included in this NMI research study.

NMI Managing Partner, Steve French states, “The LOHAS project was established to quantifiably identify the LOHAS consumer as a segment of the general U.S. population, to determine the product attributes that drive purchase across many LOHAS-related products, and to assist in the development of comprehensive communications strategies to reach this influential, values-based consumer group.”

The research results, based on responses from over 2,000 U.S. adults conducted in April 2003, have been published in a series of nine research reports entitled Understanding the LOHAS Consumer Report™, and are now available. These comprehensive 100+ page reports analyze dynamic consumer attitudes, behaviors, product usage, lifestyles and demographics, among other topics. The series of nine LOHAS reports are available across the following sectors: energy efficient appliances/electronics, foods and beverages, socially responsible investing, household supplies, hybrid cars, green building products, renewable power, dietary supplements/alternative healthcare, and personal care products.

NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information, contact Gwynne Rogers at 215-513-7300 ext 227 or visit


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