Green Confidence Index™
A monthly metric on responsibility, information, and purchasing in the green economy.
The Green Confidence Index (GCI) is the first ongoing consumer study of its kind. It gives businesses with a stake in the rapidly growing green economy monthly insights on Americans’ attitudes about and confidence in their leaders and institutions, nationally and locally, as well as in their own understanding of issues and their willingness to make green purchasing choices. A GCI of 100 indicates no difference with the initial July 2009 baseline; above 100 means the current month is higher than the baseline; below 100 means the current month is lower than the baseline. The Green Confidence Index is developed by a partnership between GreenBiz.com, Earthsense, and Survey Sampling International (SSI).
Benefits & Features
The Green Confidence Index is the first marketplace survey to focus specifically on environmental beliefs and behaviors. It helps businesses gain insights and make better decisions by:
- Tracking and flagging changes in marketplace perceptions.
- Gauging future consumer intentions by highlighting shifts in market confidence as bellwethers of future intentions.
- Providing an ongoing, real-time analysis of the evolving green economy.
The Green Confidence Index builds on the rich tradition of index scores, tracking changes in marketplace perceptions, and highlighting shifts in market confidence as bellwethers of future intentions. It’s the first to focus specifically on environmental beliefs and behaviors, and is the only such study conducted monthly to provide an ongoing, real-time gauge of the evolving green economy.
Current Index (April 2010): 104.5
What It Covers
Each of the Index’s three components — Responsibility, Information, and Purchasing — ask multiple questions to provide a broad view of Americans’ thinking and actions:
- The Responsibility component asks how well various groups and institutions are addressing environ- mental issues – too much, enough, or too little. The groups include the U.S. government, state and local governments, major corporations, individuals’ own employers, their neighbors, and themselves. Current Index (April 2010): 104.3
- The Information component asks whether respondents feel they have sufficient information about environmental issues and solutions to make informed decisions when purchasing consumables (groceries, personal care, apparel, household care, office supplies) and “big ticket” items (household appliances, electronics, and cars), as well as when voting and investing. Current Index (April 2010): 103.6
- The Purchasing component assesses green purchases made over the past year as well as anticipated green purchases over the next 12 months for three broad product categories, including food, personal and household care items, and “big ticket” items, including home purchasing and renovation as well as purchases of vehicles and major appliances, and “big ticket” items, including home purchasing and renovation as well as purchases of vehicles and major appliances. Current Index (April 2010): 105.2
Who’s Behind It
The Green Confidence Index is produced by three organizations:
- Greener World Media’s GreenBiz.com, “the business voice of the green economy,” the leading website on green business strategy and practices;
- Earthsense, “the definitive insights resource for actionable eco-marketing” and producer of Eco-Insights, the largest green consumer study of its kind; and
- Survey Sampling International, “the source for engaged respondents,” the largest provider of multi-mode sample in the world.
The U.S. Green Confidence Index (GCI) and its component scores are obtained through the Green Confidence Survey conducted each month by Earthsense. This online survey is completed by approximately 2,500 adults 18+ from Survey Sampling International’s panel. Survey results are weighted by demographics to be representative of the U.S. adult population. The maximum margin of sampling error for a sample size of 2,500 is +/- 2 percentage points (at the 95 percent confidence level), meaning that 19 times out of 20 the data will fall within 2 percentage points of the stated numbers. To calculate GCI, answers from three questions are summarized and weighted to create the Responsibility, Information and Purchasing scores. From these three scores, the index is calculated to compare current month results with the July 2009 baseline by dividing the current month by the baseline and multiplying by 100. An index of 100 indicates no difference; above 100 means the current month is higher than the baseline; below 100 means the current month is lower than the baseline.
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Green Confidence Index: Single Issues
Single Issues $99 each
Click here to download a sample of the report.