The findings were generated by taking a tailored cross section of data from surveys were carried out over three years in five US cities. A total of 1600 people took part in the surveys. The findings also incorporated specific focus groups for NZTE.
The research examined mainstream US consumer responses to sustainability, including whether and why US consumers buy products with a “green” or “sustainable” component and how New Zealand is perceived as a supplier of products for the North American marketplace.
In addition to defining current US consumer segments, the research:
- confirms that US consumers are increasingly focused, and acting on, factors related to sustainability
- identifies how sustainability is linked to another key consumer driver, quality
- pinpoints consumer priorities for specific food and beverage segments – including horticulture, meat, dairy, beverages and specialty – as well as for the apparel and interior textiles sectors
- indicates how New Zealand companies can influence consumer decisions by factoring specific positive perceptions of New Zealand into their marketing.
Download the PDF below to view an executive summary of the research findings.
