white & green research studyb. interviews: small sample size (3 or 5) of ultra-specific...

White & Green Research Proposal

The purpose of this study is to provide an exploratory research study regarding “White &

Green” and if they should enter the United States Market or stay primarily in Europe.

White & Green is a luxury organic bed linen company based in Ireland. They are a family run

business that is focused on ethics and sustainability. Today, the cotton industry is renowned for

its human rights abuse and unethical practices. The OTA “Organic Trade Association”, a

nonprofit trade group, considers cotton “the world’s dirtiest crop”. Consuming and producing

non-organic cotton is both harmful to the environment and the farmers. This is why White &

Green prides themselves in staying above this endless cycle of poverty and abuse. They

participate in Fair trade compliances and make sure their producers are treated ethically and

fairly. Currently, many of their sales are coming from Europe primarily in Ireland and the United

Kingdom. They are running with the idea of possibly bringing the White & Green brand further

into to the United States.

The purpose of this study is to do an exploratory study into if this European based

company should venture more into the United States market. The central goal here is to see if

there is a market and need for White & Green to allocate more resources to selling in the United

States. Taking into account the current competitors already here and how their products resonate

with consumers in the USA. Also, how to Americans feel about both the “Green Market” and

also the interest in luxury bed linens. Today, consumers are not just looking at the products but

also looking to support a company who is involved and not just standing by. With this increased

concern in social, environmental, and ethical issues; Ethical companies like White & Green can

prevail.

Now more than ever people are more concerned with their social and environmental implications

associated with the products they are consuming. Given this exploring the insights regarding the

likelihood of a customer to make choices based on price or ethics. Also, looking to comparable

companies in the United States and seeing their success rates in this arena. It is also important to

note the limitations when it comes to collecting data in Europe compared to the States.

Objectives:

• FindingoutifWhite&GreenshouldbegintofocussellingtheirproductsintheUnited

States.

• TogaininsightsintoifthismarketanditsrelevancyandneedintheUnitedStates

Limitations

Noting however there are Limitations for primary resources methods for the European market. In

lieu of this obstacle, there is still access to creditable secondary research studies to further the

European perspective. With this, there are also challenges regarding large scale primary research

surveys for the United States market. With that, I will be conducting snapshots into the particular

market that share similar demographics to White & Green’s current client base.

Research questions:

What are consumer’s attitude towards organic products? Is there a strong and enriching relationship between consumer and product?

Who is the competition already in this United States industry?

Is the luxury bedding marketing a growing industry?

Are consumer more concerned with the environmental and social implications of their

purchases?

Is quality important when making a purchase?

Do consumers consider themselves green consumers?

Target Population and Sampling

1.) DefinetheTargetPopulation

a. WomenintheUnitedStateswhocareaboutthesocialandenvironmental

associationswiththeirpurchases.Theyappreciatequalitywhenmakinga

purchaseandareloyaltocompanieswithagoodmessagebehindthem.

2.) SelecttheDataCollectionMethod

a. In-DepthInterviews

b. OnlineSurvey

3.) IdentifySampleFrame:

a. Interviews:Groupofwomenwhomatchthetargetpopulation.

b. OnlineSurvey:FacebookGroupsfocusedonorganicandhomedesign.

4.) SamplingMethod

a. NonProbabilitySampling(basedonresearcher’sjudgment

5.) SampleSizes

a. OnlineSurvey:Ahighlevelofconfidenceisdesiredsincethismethodisbeing

conductedtofindanoverallcensusoftheviabilityofWhite&Greeninthe

UnitedStates.Forthis,asamplesizeofatleastover100participantswouldbe

necessary.

b. Interviews:SmallSamplesize(3or5)ofultra-specificconsumerswhereyouget

personalizedinsightsintoasampleofthetargetdemographics.

Why:

The subject population of this research is to identify the United States White & Green customer.

Similar consumers to the European market must be targeted here in America. I am looking

towards conducting both Descriptive and Exploratory Research to understand their given

mindset better.

Exploratory Research (Qualitative): objectives are finding and understanding the goal and

providing insights into a course of action.

Non Probability Sampling

I utilized Judgment Sampling due to the limited time and resources for this research. Here this

will provide insights from people who are perceived to meet the target demographic. This will

allow me to collect data from relevant consumers and make the study more specific and accurate.

Then be able to obtain this information through in-depth interviews from people (Around 3 or 5

participants) who fit the target consumer.

Census Sampling

This would be impossible for this study; however, through Sources like The U.S Census Bureau

and Euro Stat will provide accurate intel for population sizes.

Descriptive (Quantitative): Conducted through: Online Survey Method

This was conducted through Convenience Sampling since this is a challenging group to target.

Preferably getting specific data that pertains to my research methodology would be ideal. Here

this data will be used to find statistical outcomes that will either reject or accept the hypotheses.

Literature Review

Green Market Potential

The Market potential for organic, sustainable products has been increasing in the United

States for years and is strongly continuing on that path. “Over half of consumers in the United

States claim they would pay more for products knowing they were better for the environment”

(Venables Bell & Partners, 2010). Given this, “green” products aren’t for hippies, they have

become a main focus in the American market. Companies are trying to emulate other companies

who are going Green by revamping their products. There is an overwhelming initiative for

companies to become ethical responsible. It is no longer enough just to be silent anymore. This

gives White & Green great potential when coming into the United States. “In current market

scenario, the studies show that consumers are now health and environment conscious”.

(Kushwaha, 2015). Showing us there is great potential for this ever growing green market. In a

GfK MRI’s gold-standard Survey of the American Consumer® showed “ half (50%) of adults

say (agree “somewhat” or “mostly”) that they are willing to give up convenience in return for a

product that is environmentally safe” (Gfk-MRI, 2017). “Unilever’s ‘Sustainable Living’ brands

are becoming increasingly important to the company’s business, with these brands growing more

than 50% faster than the rest of the business and accounting for 60% of growth in 2016.”

(Unilever, 2017) . Showing that sustainable brands perform well and are good for both image

and profits. Previous research showed that consumers have a positive attitude towards

environmental protection (Arvola et al., 2008, Ellen et al., 2006, Liu et al., 2012, Vermeir and

Verbeke, 2006). “In fact, consumers have, in the past, expressed their demand for green products

to companies” (Bockman et al., 2009, Schmeltz, 2012).

How the “green wave” and the luxury goods industry

Green luxury has been on the rise with companies understanding that they to be more

interactive when it comes to their social and environmental practices. “Investors and consumers

alike will favor those luxury companies which are ethically responsible.” (Roberts, Research

Monitor)Noting that, not only are customer involved in the “Green Wave” but also investors

understand the great potential for a great ethical company. “While investors bought just $3

billion of these bonds in 2013, they scooped up $49 billion worth in 2017, bringing the total sold

since 2013 to $113 billion at an average of $308 million per offering” (Flammer,2018).

Stella McCarthy is a well-established luxury 100% organic fashion and cosmetics brand.

Here they have shown that the green trend is here to stay and companies ignoring it have a lot to

lose. “Consumers are becoming more sensitive about sustainable development, fair-trade and

environmentally friendly products” (Claquin, Research Monitor). California based clothing

company, Reformation is making waves in the fashion industry. They are a high-end sustainable

brand that every social media influencer raves about. They understand the need for better ethical

options in the luxury market and are capitalizing on this endeavor.

United States consumers care about social and environmental factors when they make a

purchase

In a recent study by Nielsen, they are showing the impact sustainability has on sales.

“products with sustainability claims generally outperformed the growth rate of total products in

their respective categories.” (Nielsen, 2018). Alongside this, a 2017 by Cone Communications

(CSR Study) looked into how Americans see ethical companies compared to unethical

companies. Finding that “63% of Americans are hopeful businesses will take the lead to drive

social and environmental change moving forward”. Then showing what actions are derived from

that claim, “87% will purchase a product because a company advocated for an issue they cared

about and 76% will refuse to purchase a company’s products or services upon learning it

supported an issue contrary to their beliefs” (Cone Communications CSR Study, 2017). While in

a 2017 Unilever study they found that just 33% of consumers in London, UK chose to shop from

brand doing social good. (Unilever, 2017).

Value of the United States Luxury Bedding market

The opportunity for Luxury Bedding marketing is significantly growing in both the

United States and Europe. “North America is expected to witness significant growth in global

luxury bedding market with “global online retail segment was valued at US$ 2,171.22 billion in

2016, and is expected to reach US$ 9,572.96 billion by 2025” (Coherent Marketing Insights,

2018). However, Europe holds the largest share in the global luxury bedding marketing with

33% of the global revenue share as of now. Another key player in this market is the rapid growth

of demand for luxury bedding in the Asia-Pacific market. “Asia Pacific is expected to account

for significant market share in the global luxury bedding market, in terms of revenue over the

forecast period.” (Coherent Marketing Insights, 2018).

“The U.S. luxury market is the world’s largest, by far. Totaling an estimated €64.9

($73.6) billion in 2014, is larger than the next four largest markets combined” (D’Arpizio, 2015).

A growing factor the growth of E-commerce sales in this market E-commerce continued to be a

disrupter within luxury goods in 2018. Not only has internet retailing become important for

leading luxury brands, accounting for a growing proportion of their sales (Euromonitor

International, 2018).

“Luxury Bedding companies are mainly from Europe and United States, the industry

concentrate rate is low. The top three companies are WestPoint, Pacific Coast and Hollander,

with the revenue market share of 9.80%, 6.99% and 5.67% in 2016.” Here, are some of the

highest performing luxury bedding companies In the United States.” (SBwire, 2017) However,

this in reference to companies who lack a prominent organic sustainable imagine. In correlation

with the prosperous sustainable market in collaboration together with then luxury bedding

market has potential for an affluent role in the United States. “These days the links are clear to all

luxury brands with an interest in the long-term availability of their raw materials, from cotton to

cashmere to leather.” ( TE Organic Cotton Market Report, 2016) . Luxury and sustainability are

starting to come together as brands are become more self-aware.

E-bedding market in the United States

There are a few players in the luxury bedding e-commerce in the United states

make big waves and high profits. “Parachute is one of a growing number of startups that are

aiming to capitalize on the e-bedding market gap. Startup Brooklinen did more than $1 million in

sales in 2014, its first year”( Griffith,2015). Many of these companies found demand

overwhelming and found it a challenge to even keep inventory in stock. The CEO of Boll &

Branch (New Jersey Based Bedding Company), cites two trends: “the Internet, and

affordable luxury products” (Tannen, 2015).

Population (Ireland, UK, and The U.S) (As of Feb, 2019)

Speaking towards the poll of potential consumers the United States has more people then both

the UK and Ireland combined. While the USA has bigger poll of people here we want to see if

these are the right people who would be interested in White & Green.

Ireland: 4.78 Million

United Kingdom: 66 Million

United States: 325.7 Million

Competitors in the United States Analysis Current Competition

Since sustainable luxury bedding is a niche market, there are still many other factors that need to

be considered. Before entering a new territory, it’s imperative to acknowledge the companies

that can pose competition in the luxury bedding market. Since it isn’t a heavily researched area it

helpful to look at similar companies and see what they are doing right.

3 Comparable Competitors in This Industry:

Parachute

Popular sheet sets $449 (King Set)

Boll & Branch

Popular sheet sets around $250 (King Set)

Brooklinen

Popular sheet sets around $300-$392 (King Set)

Quality and Sustainability

How important are quality and sustainability when making a purchase? Through data collection

methods identifying finding where these consumer are willing to spend more money. Overall,

found that Consumers are willing to spend more money on ethical/environmentally/quality

products rather than just organic currently.

Methodology

Hypotheses:

1.) Consumers are more likely to reject companies who engage in unethical practices.

2.) People in the United Sates are growingly concerned about more organic alternatives.

3.) Both with the increased awareness of how sleep effects your health and also the

consumers need for ethical options, People will likely buy from White & Green and

People would recommend friend to White & Green

4.) Quality is a main determinate that people look for in a brand

Qualitative Data Proposal

Administrative Methods – Person Administered

1.) In- Depth Interviews (IDI)

a. Semantic differential scale

I gathered insights into areas that are hard to identify with secondary research, there is still a

need for some primary research collection. Noting the limited opportunities for primary research

collection some of this data will have its limitations. Since the United States is a large poll of

people, a small sample size isn’t justifiable within those numbers. However, being able to target

customer that are within their White & Green target marketing and acquiring information for

those polls

Understand research participants:

IDI Interviews:

Here I Conducted interviews with middle-older aged women and their buying habits

I am used judgment to find willing participants to complete an anonymous interview. This

allowed them to be more honest, and people are sometimes are less willing to honestly answer a

question when their name is attached.

Questions asked:

Is quality something you look for when making a purchase?

Is social and environmental standards something you keep in mind when making a purchase?

Would you pay more for a company who ethical and environmentally conscious?

Do you look to buy organic products when making a purchase unrelated to food?

Is Fairtrade something you would be willing to pay more for?

Where do you currently purchase your bed linens from?

What comes to mind when you hear luxury bedding?

Quantitative Proposal Administrative Methods – Self-Administrative (online)

2.) Online Survey (Facebook sustainability group) a. Likert Scale (Extend of strongly agree to strongly disagree)

Strongly Agree Agree Neutral Disagree Strongly Disagree Survey Questions: Too often, the things I buy aren’t satisfying Source: Handbook of Marketing Scales Results: mean 3.27 I consider myself a green consumer Source: Green Marketing Effects on the Consumer Results: mean 2.77 I would be willing to stop buying products from companies guilty of unethical practices even though it might be inconvenient Source: Handbook of Marketing Scales Results: mean 2.2 I would prefer to buy an organic product rather than a conventional one Source: Frontiers in psychology Results: mean 2.8 In general, I usually try and buy the best overall quality? Source: Handbook of Marketing Scales Results: mean 2.33 I shop at retailers that make a conscious effort to improve the environmental impact of their products. Source: 2009 GMA/Deloitte Green Shopper Study Results: mean 2.5 It is important that consumers buy organic products?

Results: mean 2.83 I would consider buying Organic products that are not just food products Results: mean 2.53 organic cotton linens are better value than non-organic liens? Results: mean 2.97 organic cotton linens are better comfort than non-organic liens? Results: mean 2.98 organic cotton linens are better environment than non-organic liens? Results: mean 2.71 I would likely buy linens from this company? Results: mean 2.29 I would recommend a friend buy linens from this company? Results: mean 2.6 Results

Results Qualitative Analysis:

Interview 1 Jane Doe (Age: 51) 1: Medford Lakes, New Jersey



• Depending on the products - if it’s something that she will get a lot of use out of / use

for a long time.

• She would rather spend money on a really great product rather then something that

doesn’t met quality standards.

• Overall, quality > quantity

• Clothing was an important when it comes to quality (she would rather spend more on

a few pieces that will last her a long time then multiple cheaper options).

Is social and environmental standards something you keep in mind when making a

purchase?

• More recently, she has started to support brands who are ethical and environmentally

conscious.

• Hasn’t been as environmentally focused as she would like. Working up towards it.

• Overall, wants to be more strict on her environmental standards.


• Feels better about making a purchase/ spending more when she knows it is going to a

well-deserved cause.


• She buy organic fruits and vegetables since she knows they aren’t not treated with

any chemicals.

• Hasn’t been as big to her in the past, but more so in recently.

• Buys her granddaughter organic baby clothes/blankets


• Talked about what Fairtrade was generally (unethical practices)

• She would support a company who gives back/treats their workers well and doesn’t

exploit them.

• She knows exploitation goes around in the world and would love to support a

company fighting against that.


• Target and Crate & Barrel are we she purchases. (not committed to them it was just a

matter of convenience)

• Asked her why - she says it easy and she hasn’t has any complaints

• Asked are they the best bedding you have had? “No, they are kind of just average

nothing that I would rave about.”

• Nothing special coming from her current bed sheets.


• Hasn’t particular been exposed to the industry

• Hasn’t heard of the three main us competitions (Boll & Branch, Broklinen, and

Parachute)

• Would be willing to try out a great quality ethical brand.

Interview 2 Jane Doe (Age 46) 2: Tabernacle, New Jersey


• Qualityisimportant;maynotgooutoftheirwaytogetthehighestqualitywhenthere

aresimilaroptionsthataresomewhatcomparable.

• Theystillvalueagreatdeal


purchase?

• Yes,shelikestosupportcompanieswhoareethicalintheirpractices.

• Concernedaboutherimpactonthisearthandthinkseveryonecoulddomore.

• Sheaswellsheseestheconditionsmaypeopleareputunder.

• Wantsworkerstoreceiveandfairwageandnotbeputindangerousworking

conditions.


• Yes, she sees no problem in paying extra if the product is in fact worth that extra cost

• She brings up greenwashing and how companies may try to use the “green mask” while

in reality it’s not green at all.

• She wants information in exactly why this product is environmentally and social

conscious.


• Sees the most display of organic products when food shopping. Doesn’t always see the

same in regards to other products.

• When she does see products (non-related to food) that are organic - she is more interested

in that product.


• She buys Fairtrade coffee already.

• Loves the Fairtrade movement and would love to incorporate more Fairtrade into her

buying habits.


• Macy’s, Amazon, and Target


• High end quality, very soft and pretty (Bedding at the Ritz Carlton)

Interview 3 Jane Doe 3 (Age: 56) 3: Burlington, VT Is quality something you look for when making a purchase? Is quality something you look for when making a purchase?

• She wants good quality, but not overpriced.

• She sees the benefits in buying a piece that will last awhile that she will enjoy opposed to

settling for something that will not last and is subpar.


purchase?

• Totally, she tries to use less plastic and reduce her waste every day.

• Drives a hybrid car

• “Does what she can”


• Yes, she supports/ goes out of her way to support a company that puts ethical at the front

of their business plans.

• Feeling they have a responsibility to their workers and the planet


• She doesn’t focus on buying organic and going to the Farmers market during the summer

opposed to buying produce at major supermarkets

• Would be supportive of organic clothing brands that are sustainable.


• Fairtrade Is a new concept (for her) that she can get behind

• After the ethical and social implications she has her about big companies (outsourcing)

• Whats people not to suffer for our convenience


• Bed Bath & Beyond & Macy’s


• Nice,beautifulsheets(likethedetergentadswiththeperfectfluffysheetsinthem)

• Highercostthendepartmentstore

• Hasnotpurchasesanysheetsthatare“luxury”

Quantitative results Sample size: 108 Test ran from a scale from 1 being strongly agree to 5 being strongly disagree Hypotheses 1. Consumers are more likely to reject companies who engage in unethical practices.

Accepted

1.) I would be willing to stop buying products from companies guilty of unethical practices even though it might be inconvenient:

a. In the data set the significance level is less then .05 - Reject the null hypotheses b. Mean 2.20 - respondents are likely to agree

Hypotheses 2 People in the United Sates are growingly concerned about more organic alternatives.

Rejected

This test was run to see the purchases intentions for the environmental, organic, and comfort perspectives of organic bed liens.

1.) Organic cotton linens are better value than non-organic linens. a. Significance level is greater than .05 – Accept the null hypotheses b. Mean 2.97: overall neutral responses

2.) Organic cotton linens are better for the environment than non-organic linens. a. Significance level is less than .05 –Reject the null hypotheses b. Mean 2.71: respondents are likely to agree

3.) Organic cotton linens are more comfortable than non-organic linens. a. Significance level is than .05 – Accept the null hypotheses b. Mean: 2.98: overall neutral responses

1.) I would prefer to buy an organic product rather than a conventional one a. Significance level is than .05 – Accept the null hypotheses b. Mean 2.83 – less likely to prefer organic

2.) It is important that consumers buy organic products. a. Significance level is than .05 – Accept the null hypotheses b. Mean: 2.8 – less likely/ not as important

Hypotheses 3 People will likely buy from White & Green People would recommend friend to White & Green Accepted

1.) I would likely buy from this company a. Significance level less then .05 – Reject the null hypotheses b. Mean 2.29: Respondents are likely to buy from White & Green

1.) I would recommend a friend buy linens from this company a. Significance level less then .05 – Reject the null hypotheses b. Mean 2.60 - Respondents are likely to recommend White & Green to a friend

Hypotheses 4 Quality is a main determinate that people look for in a brand

Accepted

1.) In general, I usually try and buy the best overall quality a. Significance level less then .05 – Reject the null hypotheses b. Mean 2.33 – Quality is important when making a purchase

Analysis/Recommendations

Disclaimer: this was a small samples size of 107 respondents and 3 Interviews Recommendation 1: A company’s ethical practices are a main influence on consumer’s purchasing habits.

In H1 we had a significance level of zero showing us that ethical practices were at the forefront

of concern when shopping. People would likely stop shopping from their current retailers that are

guilty of unethical practices. In table 1 (below) you can see that the chart was skewed to

agreed/strongly agreed side and fell off when it came to disagreed/strongly disagreed side. From

the data gathered here, it would be in the best interest to advertise/market about the ethical

standard of White & Green’s products in the American market. Possibly educating the

consumers on the harmful practices of the cotton industry and showing them the ethical practices

that White & Green follows.

The Qualitative interviews coincided positively to ethical spending – they would spend more

knowing a company prides themselves in high ethical standards. Also, in the secondary data, it

was found that consumers are more likely willing to shop from an ethical brand.

Recommendation 2: In H2 the data collected showed that organic might not be as essential to consumers as initially

predicted. However, alternatively, this could also indicate they are not yet versed in the

significance of the organic bedding industry. During my secondary research, it was shown that

this organic bedding concept is a growing/emerging industry. The opinions about the comfort

and if organic linens are overall better than non-organic linens were met with neutral results.

This could mean people are unsure and don’t have a formulated opinion on this particular area.

With the question regarding if organic linens are better for the environment was met with a more

significant outcome. People had more of a positive opinion toward this with a mean of 2.98.

Coming from that, ethical angle practices and environmental benefits could be a better area focus

on coming into the market. Overall, organic wasn’t the main selling point from the data

collected, and it leaned more towards ethics/environmental concerns.

The qualitative interviews showed some unfamiliarity with the organic bedding industry which

shows new market potential. While in the quantitative survey it was shown that organic bedding

was a rather neutral area this suggests that people aren’t educated in this space. Moving forward,

this can be a great opportunity to educate the consumer and show them the benefits, since they

are already focused in ethics and the environment.

Recommendation 3: People are showing an interest in White & Green and say that they would buy/recommend a

friend to White & Green. This is indicating an interest in this market in the United States and

shows positive feedback on the company’s image/messaging. Moving forward the brand image

and messaging resonates well with consumers.

In the individual interview, they didn’t have strong allegiance toward a particular bedding

company. They also weren’t too familiar with the concept of a luxury/organic bed sheet. This is

an indicator that there is a gap that White & Green would be able to fill in this market. Showing

People that this can be their go to company for high quality, ethical and, organic products that

they are missing.

Recommendation 4: From the data collected in the survey, it was shown that quality is vital to consumers. They

haven’t been very opinionated regarding organic, but quality had a majority agreeing that quality

is something they look for when shopping. This was a very positive result with a mean response

of 2.33 (the highest found) showing clear that quality is an essential factor.

The interviews showed that people care about quality, given this it would be beneficial to

continue showing that White & Green has excellent quality and showing that you are a more

affordable luxury option than your competitors. The median price for bedding set is listed for

Parachute, Boll & Branch, and Brooklinen in the competitive analysis.

White & Green should enter the American Market 3 Main Rationalities

1.) Luxury Bedding is a growing market 2.) People are concerned about the ethics and environmental implications of their products 3.) Quality is of substantial importance when shopping

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white & green research studyb. interviews: small sample size (3 or 5) of ultra-specific...

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