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BELLEVUE, WA, September 21, 2007 --/WORLD-WIRE/--The Food Institute and The Hartman Group will host a webinar on October 10, 2007 featuring findings from The Hartman Group's latest report The Hartman Report on Sustainability: Understanding the Consumer Perspective. This study examined how public perception of sustainability affects consumer behavior.

"We find that the term 'sustainability' is little used in consumer circles and is not widely understood as a holistic concept," said Joelle Chizmar, Vice President, Communications & Interactive Services at The Hartman Group. "This fact makes our webinar so important."

The Hartman Group study highlighted in this webinar shows that just over half (54%) of consumers claim any familiarity at all with the term "sustainability" and most of these consumers cannot define it appropriately upon probing. Only 5% indicate they know which companies support sustainability values. Only 12% indicate they know where to buy products from such companies.

This 45-minute webinar will clearly define sustainability from a consumer perspective and the key triggers that drive consumers to participate. Additionally, this presentation will reveal the current and emerging perceptions regarding sustainability, as well as the specific language used and understood. Lastly, the webinar will discuss the business practices influencing purchasing behavior, and guidelines for marketing and communicating sustainability efforts to the consumer.

"Participants will come away knowing how to communicate with and effectively target consumers who are involved and interested in sustainability," said Danielle Breuel, Research and Education Director at The Food Institute.

You will learn:
  • What is sustainability from a consumer perspective?
  • How do consumers perceive sustainability?
  • What are the dimensions of a sustainable lifestyle?
  • What is some of the language used & understood by consumers regarding sustainability?v
  • What are the key triggers and purchase criteria?
  • How can marketers communicate sustainability efforts to the consumer?
For more information or to register for the webinar, please visit

About the Food Institute
The Food Institute is a nonprofit organization with a single purpose: providing information. The Food Institute strives to be the best "single source" for current, timely and relevant information about the food industry from "farm to fork." The association serves as a trusted source of information, providing balanced coverage of the issues. It delivers information through multiple media so that industry professionals worldwide can tap in when and how they choose. For more information, visit

About The Hartman Group
The Hartman Group, Inc., founded 1989, is a full-service consulting and market research firm offering a wide range of services and products specializing on the health and wellness markets. The company's headquarters are located in Bellevue, Washington. For more information, visit

Additional information about The Hartman Report on Sustainability Understanding the Consumer Perspective can be found at The Hartman Group website -

Danielle Breuel
Research and Education Director
The Food Institute
201-791-5570, ext. 216