The Study

The One Green Score for One Earth sustainability research study was conducted in two phases by Ryan Partnership Chicago and Mambo Sprouts Marketing to fully understand consumers’ purchasing behaviors of sustainable products and services.

Phase I consisted of an online survey using the MamboTrack panel to better understand ‘sustainable’ purchase decisions and shopper behavior. MamboTrack was chosen for its position as a leading survey research platform of over 50,000 health and wellness consumers willing to share their opinions and insights about natural and organic products as well as sustainable living. For the analysis, the 802 MamboTrack survey respondents were segmented into groups and coded as shades of green according to how important sustainability was to their purchase decisions:

Phase II of the study consisted of a series of structured retailer and manufacturer conversations. Interviewees were selected to represent the full spectrum of business philosophies and practices (e.g., natural/conventional, small/large, etc.) that are key to this study’s purpose. The goal was to gather industry insight and perspective to supplement the consumer findings, as well as explore these stakeholders’ potentially increasing focus on the “triple bottom line” (people/planet/profit).