INTELLIGENT INSIGHTSThe Latest Market Research on Green Attitudes and Behaviors

Offered by:

Capitol Communicator/WB&A Market Research

Sponsored by:

Excerpts from a webinar presented January 11,

2012

1

Background

Sponsored by branding and marketing communications firm, ZilYen, The

Capitol Communicator/WB&A Market Research Poll is an on-going

quarterly study of consumers in the Baltimore and Washington, DC markets

on topics of interest to the communications industry.

This quarter’s edition explores the following:

Consumers’ actions to improve the environment

Consumers’ reasons for living a greener lifestyle

Purchasing behavior based around environmentally friendly

products/services/companies

Who is responsible for protecting the environment

Barriers to making significant environmental change

Expectations for the future

Studies conducted by WB&A are available on our website (www.WBandA.com)

2

Methodology

• The Poll was fielded in the Baltimore Metropolitan Statistical Area (MSA)

in October 2011 and the Washington, DC MSA in November 2011.

• The Poll is part of WB&A’s established MarkeTrak® study of 300 adults

in each market, with a geographic sample representative of each market.

Telephone interviews are supplemented with an online study of 100

consumers per market.

• The Poll captures ten key demographic categories: age, gender,

household income, education, marital status, race, county/area,

presence of children in the household, Internet usage, and employment

status.

% Always 69%

3

Personal Actions

83%

• Recycle

Paper

Glass

Aluminum

Plastic

% Always/Often

37%

4

59%

• Recycle

Batteries

Ink cartridges

Motor oil

Computers

Cell phones

% Always/Often

% Always

Personal Actions

5

Personal Actions

Always/Often 67%

Reduce Household Energy Use

32%Always

6

Personal Actions

Always

Always/Often

Use Reusable

Shopping

Bags

29%

56%

47%

89%

Total DC

7

Impact on Purchasing

Cost vs. Environmentally Friendly

20% 24% 5% 34% 16%

Much more

environmentSomewhat

environmentNeutralSomewhat

costMuch more

cost

8

Impact on Purchasing

Effort

put into

being

environmentally

friendly

when making

purchases

9

Impact on Purchasing

Effort

put into

being

environmentally

friendly

when making

purchases

Strong

effort

20%

Some effort

45%

Keep

environment

in mind

24%

Not a

factor

10%

10

Impact on Purchasing

S h o p p i n g

L i s tPurchase from green

Companies

19%

Purchase green Products

and Services

29%

11

Impact on Purchasing

Choose transportation by its

impact on the environment

Balt: 18%

Wash: 26%

12

Impact on Purchasing

Contribute money

to a green cause

Balt: 16%

Wash: 15%

13

Reasons for “Living Green”

Lower

Energy

Costs

33%

Future

Generations

37%

Improve

Health

32%

Reduce

Environmental

Impact

30%

14

“Green Segmentation”

GREEN TO THE CORE

CONFLICTING PRIORITIES

DISINTERESTED

24%

29% 25%

9%

CONVENIENTLY

GREEN

• Individuals and

corporations should

make strong efforts

15

“Green to the Core” (24%)

Always do

green actions

• Recycle basics

and electronics

• Use reusable

shopping bags

• Reduce energy

use

• Often contribute

money

• Choose green

transportation

Green concerns

strongly affect

purchase behavior

• For health

• To reduce

environmental impact

• To lower energy

costs

• For future

generations

Expect change

in 20 years

Liberal

Affluent

Government most

responsible for

environment

Most likely to

blame oil

companies

Many

reasons for

being green

16

“Conveniently Green” (29%)

Almost

always

do green

actions

Green

concerns

somewhat

affect

purchase

behavior

Live

somewhat

green

lifestyles

Important for future

generations

Somewhat less likely

to recycle electronics

More likely to cite

lack of motivation

in the American

people as a barrier

to improvement

17

“Conflicting Priorities” (25%)

Live

somewha

t green

lifestyles

Green

concerns

rarely affect

purchase

behaviorSometimes

do green

actions

More likely to cite

economic concerns

as a barrier to

improvementHit hard

by the

economy

18

“Disinterested” (9%)

Rarely

do green

actions

Green

concerns have

little effect on

purchase

behavior

Conservative

Male

Do not

live green

lifestyles

Protecting

environment

should be left up

to individual

Do not think

individual change

is very important

19

Responsibility

All Equal

38%

Most Responsible

For Protecting the Environment

Government

26%

Individuals

23%Corp

12%

20

Responsibility

Importance of Individual Change

23% think individuals

are most responsible for

protecting the

environment

2%4% 22% 38% 33%

ExtremelyVerySomewhatNot VeryNot At All

21

Corporate Responsibility

Almost all think

corporations have

some responsibility to

be environmentally

friendly

Corporations

should make a

strong effort to

be green

58%

Only 12% think

corporations/organizations

are most responsible for

protecting the environment

22

Barriers to Improvement

Lack of

motivation

26%Economic

Conditions

23% Big energy/oil

20%

Government

19%

23

Expectations for the Future

Expectations for the environment in 20 years

41% expect the

environment to

be better

24% expect the

environment to

be about the

same

32% expect the

environment to

be worse

For more information please contact:

Drew Dutrow

DDutrow@WBandA.com