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NBJ’s 2005 Enlightened Consumer Survey was performed in July and August of 2005.
Three solicitations were made to a list of recipients of free weekly email newsletters from NBJ and our sister publication Environmental Business Journal totaling more than 21,000 individual emails. Total response was almost 1,400, with complete and usable responses totaling 1,103.
The survey was conducted entirely on the internet on the
same survey form for all respondents that included usage patterns from all the products and services listed in the following categories: More than once a day; daily; 3-5 times a week, 1-2 times a week; 1-4 times a month; 1-2 times every three months; 1-2 times a year; or never. Spending patterns in major categories were assessed by: $0; $1-5/month; $6-10; $11-20; $21-30; $31-50; $51-100; and more than $100/month.
Demographic information was also collected including gender, age, household income, education, occupation, political orientation and household make-up. The largest respondent group was from the supplement industry (18%), followed by consultants (13%), natural & organic products (10%), environmental services (9%), manufacturing (9%), government (6%), food (6%), other professional (6%) and healthcare (5%).
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