{"id":38,"date":"2025-09-05T06:41:21","date_gmt":"2025-09-05T06:41:21","guid":{"rendered":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/chapter\/3-2market-research-for-eco-conscious-consumers\/"},"modified":"2026-01-20T00:52:52","modified_gmt":"2026-01-20T00:52:52","slug":"3-2market-research-for-eco-conscious-consumers","status":"publish","type":"chapter","link":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/chapter\/3-2market-research-for-eco-conscious-consumers\/","title":{"raw":"3.2 Market Research for Eco-Conscious Consumers","rendered":"3.2 Market Research for Eco-Conscious Consumers"},"content":{"raw":"<div class=\"3.2market-research-for-eco-conscious-consumers\">\r\n<p style=\"text-align: justify;\">Knowing the audience is key to developing a [pb_glossary id=\"334\"]sustainable business model[\/pb_glossary]. Eco-friendly and ethically produced products are not only becoming a mainstream cultural concern among Millennials and Gen Z, but these younger consumers also reportedly prefer to pay more for them.<\/p>\r\n\r\n<ul style=\"text-align: justify;\">\r\n \t<li><strong>Consumer Trends:<\/strong>\r\n<ul>\r\n \t<li>Growing interest in plant-based diets and cruelty-free products<\/li>\r\n \t<li>A preference for brands that they know have clear sustainability commitments<\/li>\r\n \t<li>Growing need for used, restored, upcycled products<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Market Research Tools:<\/strong>\r\n<ul>\r\n \t<li><strong>Surveys &amp; Focus Groups:<\/strong> Direct consumer feedback.<\/li>\r\n \t<li><strong>Customer Personas:<\/strong> Develop profiles of [pb_glossary id=\"275\"]eco-conscious consumers[\/pb_glossary] intricately detailing their pain points, values, and buying behaviours.<\/li>\r\n \t<li><strong>Customer Journey Mapping:<\/strong> A process for mapping sustainable brand engagement to visualize where a company could be doing better.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p style=\"text-align: justify;\"><strong>Example:<\/strong><\/p>\r\n\r\n<ul>\r\n \t<li style=\"text-align: justify;\"><strong>Zero Waste Earth Store:<\/strong> A Malaysian zero-waste shop uses customer feedback to shape its products, offering refillable household items and packaging-free groceries to satisfy the country\u2019s growing eco-consumer community.<\/li>\r\n \t<li style=\"text-align: justify;\"><strong>Reformasi Eco:<\/strong> A Malaysian startup recycles furniture and home decor, leveraging its business savvy to tap into the urban market of customers who want stylish, eco-friendly home solutions.<\/li>\r\n<\/ul>\r\n<\/div>","rendered":"<div class=\"3.2market-research-for-eco-conscious-consumers\">\n<p style=\"text-align: justify;\">Knowing the audience is key to developing a <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_38_334\">sustainable business model<\/a>. Eco-friendly and ethically produced products are not only becoming a mainstream cultural concern among Millennials and Gen Z, but these younger consumers also reportedly prefer to pay more for them.<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Consumer Trends:<\/strong>\n<ul>\n<li>Growing interest in plant-based diets and cruelty-free products<\/li>\n<li>A preference for brands that they know have clear sustainability commitments<\/li>\n<li>Growing need for used, restored, upcycled products<\/li>\n<\/ul>\n<\/li>\n<li><strong>Market Research Tools:<\/strong>\n<ul>\n<li><strong>Surveys &amp; Focus Groups:<\/strong> Direct consumer feedback.<\/li>\n<li><strong>Customer Personas:<\/strong> Develop profiles of <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_38_275\">eco-conscious consumers<\/a> intricately detailing their pain points, values, and buying behaviours.<\/li>\n<li><strong>Customer Journey Mapping:<\/strong> A process for mapping sustainable brand engagement to visualize where a company could be doing better.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><strong>Example:<\/strong><\/p>\n<ul>\n<li style=\"text-align: justify;\"><strong>Zero Waste Earth Store:<\/strong> A Malaysian zero-waste shop uses customer feedback to shape its products, offering refillable household items and packaging-free groceries to satisfy the country\u2019s growing eco-consumer community.<\/li>\n<li style=\"text-align: justify;\"><strong>Reformasi Eco:<\/strong> A Malaysian startup recycles furniture and home decor, leveraging its business savvy to tap into the urban market of customers who want stylish, eco-friendly home solutions.<\/li>\n<\/ul>\n<\/div>\n<div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_38_334\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_38_334\"><div tabindex=\"-1\"><p>A strategic framework or business strategy that prioritizes creating value for the planet and its people, not just for financial gain. It is designed to ensure a company's long-term success by adapting to future challenges and changes.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_38_275\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_38_275\"><div tabindex=\"-1\"><p>A growing group of customers who prioritize social and environmental values and are willing to support businesses that align with those principles.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":167,"menu_order":12,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-38","chapter","type-chapter","status-publish","hentry"],"part":3,"_links":{"self":[{"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/chapters\/38","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/wp\/v2\/users\/167"}],"version-history":[{"count":4,"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/chapters\/38\/revisions"}],"predecessor-version":[{"id":338,"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/chapters\/38\/revisions\/338"}],"part":[{"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/chapters\/38\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/wp\/v2\/media?parent=38"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/pressbooks\/v2\/chapter-type?post=38"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/wp\/v2\/contributor?post=38"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/wp-json\/wp\/v2\/license?post=38"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}