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The Grocery Manufacturers Association (GMA) enlisted Deloitte to conduct a study to examine the behavior of consumers related to the purchase of sustainable products. We conducted a direct study of more than 6,000 shopper experiences in 11 major retailers of varying formats to understand the characteristics of the green shopper and to examine their shopping responses to sustainability issues. This paper examines the characteristics and the behaviors of this shopper in greater detail to understand the emerging green shopper and the market opportunity to serve them.