A new study from KarmaKonsum (the most popular german sustainability blog) and ACNielsen will finally empirically reveal what LOHAS (Lifestyle of Health and Sustainability) really buy. The german study "Was LOHAS wirklich kaufen" (What LOHAS really buy) will be presented at the biggest Sustainable Consumption Conference in Germany "KarmaKonsum 2008".The findings:
- Main point: Only LOHAS make a point of buying organic produce and setting on quality.
- The LOHAS are not a niche group anymore: Almost every third person belongs to this group. The new study differentiates this group's buying behaviour.
- Basically there are two types of LOHAS, "Mature LOHAS" (die 'reifen LOHAS' in german) "Community LOHAS" (same name in german). The Mature LOHAS show the highest acceptance of LOHAS values; the Community LOHAS also show some acceptance but not as much. Then there're the others (die 'Anderen') - hedonists, ideologists and so on.
- What do LOHAS buy? They buy organic produce overproportionally they look on quality and prefer brand products. And they prefer to buy retail, where they are given more options to choose sustainable products with the organic seal.
There are also some interesting details: Though the study shows the characteristic traits you would expect in LOHASians, e.g. in the case of toilet paper the quality is of more importance and in the case of detergents or ready food/convenience food the brand name will play a bigger role.
More on the big conference http://www.karmakonsum.de/konferenz/
Once the study is available, I will post a link here. If you're interested in getting on the hot information directly, write an email to blog@oliveradria.com and I'll let you know it comes out.
Once the study is available, I will post a link here. If you're interested in getting on the hot information directly, write an email to blog@oliveradria.com and I'll let you know it comes out.
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