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| The Green Confidence Index |
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The Green Confidence Index 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.
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.
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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