미국을 이해하기에 좋은
정보인 것 같습니다. (발췌 : target=_blank>www.franchiZ.com size=3>)

size=3>===============================================

미국을 바꾸고 있는 로하스(LOHAS), 마켓(2)

hspace=7 src="http://www.franchiz.com/imgarticle/nmi.jpg" align=right vspace=7 border=0>지난 4년 간 Natural Marketing Institute (NMI)는 LOHAS 소비자들의 양태를 조사해 왔다. 이 전국적인 프로젝트인 LOHAS Consumer Trends Database™ (LCTD)에 근거해서, NMI는 앞으로 마켓터들이 어떻게 이 LOHAS 소비자들을 이해하고, 정의하고 그들과 교류할 수 있는지에 대해서 좀더 명확하게 내다보고 있다. LOHAS의 마켓 사이즈를 알려면 먼저 소비자 그룹을 이해할 필요가 있다. NMI는 이 LOHAS 소비자 그룹을 4종류로 분류했는데,  소비자 조사에 따르면 2005년 미국 성인 인구 중 23%가 LOHAS족이다. 이들은 환경과 사회적인 책임에 대해서 해박한 지식을 가지고 사회적인 활동과 구매 활동을 하는 사람들이다. 또한 LOHAS 소비자이기는 하지만 좀 더 광범위한 영역으로 구분이 되는 NOMAEIS(미국 인구의 38%에 달하는 숫자)이라 불리는 그룹이 있는데 이들은 LOHAS적인 태도에 대해서 단호하지는 않지만 LOHAS 적인 활동에 대해서는 관심을 가지고 행동하는 사람들이다. (예를 들자면 재활용, .. 등) CENTRISTS라는 그룹은 미국 인구의 27%에 달하는데, LOHAS에 대한 태도와 행동에 있어서 희박한 견해와 활동을 갖는다. 마지막으로 INDIFFERENTS라는 그룹은 미국 인구의 12%로서, 환경이나 LOHAS적인 틀에는 전혀 관심이 없다. 단지 순간에 필요에 의해서 LOHAS 제품을 구매할 뿐이며 지구 환경이나 사회의 지속성과 건강과는 관계가 없는 사람들이다. 위의 소비자 그룹의 LOHAS 관련 제품들의 소비성향을 다음의 표2에서 볼 수 있다. LOHAS 제품이나 서비스의 구매성향을 보면, 하이브리드 자동차나 organic 음식 등과 같이 LOHAS Market을 고려한 제품들의 구매가 성장하고 있다.   style="FONT-SIZE: 10pt">표 2 – Usage 환경 친화적 제품의 구매 성장률 style="FONT-SIZE: 10pt; mso-bidi-font-size: 12.0pt; mso-bidi-font-family: Arial"> face=Arial>(% change in usage for each product by consumer segment, 2004-2005) style="MARGIN: 0in 2px 0pt; mso-padding-alt: 0in 0in 0in 0in" cellSpacing=0 cellPadding=0 width=555 border=0> style="BORDER-RIGHT: white 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 1.45pt; BACKGROUND: black; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 32.6pt; mso-border-alt: solid windowtext .5pt; mso-border-right-alt: solid white .5pt" noWrap width=251> align=center>  style="BORDER-RIGHT: white 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 1.45pt; BACKGROUND: black; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 32.6pt; mso-border-right-alt: white; mso-border-left-alt: white; mso-border-top-alt: windowtext; mso-border-bottom-alt: windowtext; mso-border-style-alt: solid; mso-border-width-alt: .5pt" width=108> align=center> style="COLOR: white; mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>Gen Pop style="BORDER-RIGHT: white 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 0in; BACKGROUND: black; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 32.6pt; mso-border-right-alt: white; mso-border-left-alt: white; mso-border-top-alt: windowtext; mso-border-bottom-alt: windowtext; mso-border-style-alt: solid; mso-border-width-alt: .5pt" width=87> align=center> style="COLOR: white; mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>LOHAS style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 0in; BACKGROUND: black; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 32.6pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid white .5pt" width=92> align=center> style="COLOR: white; mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>Non-LOHAS style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=251 height=20> style="mso-bidi-font-family: Arial">Hybrid Vehicles style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=108 height=20> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+267% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=87 height=20> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+57% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=92 height=20> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+450% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=251> style="mso-bidi-font-family: Arial">Compact Fluorescent Light Bulbs style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=108> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+22% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=87> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+38% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=92> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+16% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=251> style="mso-bidi-font-family: Arial">Energy Efficient Windows style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=108> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+18% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=87> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+35% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=92> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+10% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=251> style="mso-bidi-font-family: Arial">Solar Panels style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=108> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+17% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=87> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+44% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=92> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+13% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=251> style="mso-bidi-font-family: Arial">Organic Foods/Beverages style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=108> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+8% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=87> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+3% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=92> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+12% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 298.05pt; PADDING-TOP: 1pt; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=251> style="mso-bidi-font-family: Arial">Natural Household Cleaning Products style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=108> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+13% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 0.75in; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=87> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+29% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 78.35pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=92> align=center> style="mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>+5%   표를 자세히 보면 LOHAS족만이 아닌 일반인들, 또한 로하스 족이 명백히 아닌 그룹들도 LOHAS제품들을 오히려 LOHAS족들보다 높은 숫치로 구매하고 있다. 이러한 원인을 NMI에서는 세가지로 분석했다. 첫째, 혜택이 많기 때문이다. 에너지를 효율이 높은 가전제품들이나 전기제품들은 대부분 환경 친화적인 제품들이다.  정전, 에스컬레이터의 연료비, 기술 개발의 영향력으로 인해, 에너지효율이 높은 제품을 구매하는 것은 이제 소비자들의 당연한 고려사안이 되었다. 이 마켓은 지난 10년간 ENERGY STAR라고 하는 정부 프로그램에 의해서 주도되어 왔다. 게다가 설문 대상자 중 2/3나 되는 소비자들이 장기적으로 유지비가 적게 들어가는 제품을 사는 데 있어서 초기 비용이 높다 하더라도 기꺼이 구매할 의사가 있다고 했다. 즉 ‘장기적인 비용절감을 위해 지금 투자하자’라는 것이다. 이러한 LOHAS 혜택을 찾는 소비패턴에 따라서 많은 기업들도 제품들을 바꿔가고 있다. 음식이나 음료수에서는 trans fat의 수치를 줄이고 있고, 퍼스널 케어 제품에는 원료를 녹차잎 등을 사용한다던가, 요가나 온천을 운영하는 하는 것이다. 두번째 원인은 이 제품들이 매력적이기 때문이다. 많은 환경 친화적인 제품들은 소비자들에게 매력적이다. 예를 들어서 많은 제품들이 건강에 좋다. (유기농 제품, 천연제품) 또 비용 절감의 효과가 있다. (에너지 효율이 좋은 제품, 혹은 하이브리드 자동차) 또한 많은 비싼 브랜드들이 LOHAS의 가치를 높게 만들어가고 있기 때문에 소비자들은 LOHAS제품에 대해서 고급 제품이라는 인식을 가지고 매력을 느낀다. 이러한 고급 브랜드들은 Aveda, Ben & Jerry's, Patagonia 등이 있다. 세 번째로 기업이나 단체의 사회적 책임에 대해서 대중이 인식해 가고 있기 때문이다.  기업이나 단체의 사회적 책임(Corporate social responsibility - CSR)에 대해서 많은 이들이 주목하게 되면서 기업은 환경 친화적 제품들과 서비스들을 창출해왔다. 또한 기업들은 CSR 활동들을 자체적 커뮤니티에서나, 지역, 혹은 전국적으로 하고 있다. NMI의 리서치 결과, 표3을 보면, 특히 LOHAS 소비자들의 68%가 특정 회사가 환경 문제와 사회적인 책임에 신경을 쓰는 회사라는 사실을 알면 그 회사의 제품이나 서비스를 구매하려고 하며, 또한 LOHAS 족 중 52%는 그러한 회사의 주식을 구매하려는 것을 알 수 있다. MNI는 CSR 관련 추세는 지속적으로 기업과 조직에 영향을 미칠 것으로 예상했다. LOHAS 소비자 중 82%가 기업의 사회적인 책임이 중요하다고 했고, 이는 2003년의 74%에 비해서 증가한 수치이다. 이는 지속적으로 CSR이 소비자에게 중요한 점이 되어가고 있다는 결과이다. style="FONT-SIZE: 10pt">표 3 – 기업의 사회적인 책임에 대한 중요성 style="mso-bidi-font-style: normal"> style="FONT-SIZE: 10pt; mso-bidi-font-size: 12.0pt; mso-bidi-font-family: Arial"> face=Arial>(% consumer segment stating they agree completely with the following) style="MARGIN: 0in 2px 0pt; mso-padding-alt: 0in 0in 0in 0in" cellSpacing=0 cellPadding=0 width=581 border=0> style="BORDER-RIGHT: white 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 1.45pt; BACKGROUND: black; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4.45in; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 28.4pt; mso-border-alt: solid windowtext .5pt; mso-border-right-alt: solid white .5pt" noWrap width=349> align=center>  style="BORDER-RIGHT: white 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 1.45pt; BACKGROUND: black; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 42.75pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 28.4pt; mso-border-right-alt: white; mso-border-left-alt: white; mso-border-top-alt: windowtext; mso-border-bottom-alt: windowtext; mso-border-style-alt: solid; mso-border-width-alt: .5pt" width=72> align=center> style="COLOR: white; mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>Gen Pop style="BORDER-RIGHT: white 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 1.45pt; BACKGROUND: black; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 51.3pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 28.4pt; mso-border-right-alt: white; mso-border-left-alt: white; mso-border-top-alt: windowtext; mso-border-bottom-alt: windowtext; mso-border-style-alt: solid; mso-border-width-alt: .5pt" width=69> align=center> style="COLOR: white; mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>LOHAS style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 1.45pt; BACKGROUND: black; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 76.95pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 28.4pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid white .5pt" width=66> align=center> style="COLOR: white; mso-bidi-font-family: Arial; mso-fareast-font-family: 'Arial Unicode MS'"> face=Arial>Non-LOHAS style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4.45in; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=349> style="COLOR: black; mso-bidi-font-family: Arial">구매하려는 제품의 회사가 단지 이익추구만을 하는 것이 아니라 환경과 사회적인 책임을 따르는 지가 중요하다. style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 42.75pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=72> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">49% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 51.3pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=69> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">82% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 76.95pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=66> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">40% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4.45in; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 49.8pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=349> style="COLOR: black; mso-bidi-font-family: Arial">이 회사가 환경과 사회적인 책임에 신경을 쓰는 회사인 것을 알았을 때 그 회사 제품과 서비스를 구매한다. style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 42.75pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 49.8pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=72> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">27% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 51.3pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 49.8pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=69> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">68% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 76.95pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 49.8pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=66> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">15% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4.45in; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" noWrap width=349> style="COLOR: black; mso-bidi-font-family: Arial">이 회사가 환경과 사회적인 책임에 신경을 쓰는 회사인 것을 알았을 때 그 회사의 주식을 구매한다. style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 42.75pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; mso-border-bottom-alt: solid windowtext .5pt" width=72> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">18% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 51.3pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=69> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">52% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 1.45pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 1.45pt; PADDING-BOTTOM: 1.45pt; BORDER-LEFT: #ece9d8; WIDTH: 76.95pt; PADDING-TOP: 1.45pt; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 37.2pt; BACKGROUND-COLOR: transparent; mso-border-right-alt: 1.0pt; mso-border-left-alt: 1.0pt; mso-border-top-alt: .5pt; mso-border-bottom-alt: .5pt; mso-border-style-alt: solid; mso-border-color-alt: windowtext" width=66> align=center> style="mso-bidi-font-size: 8.0pt; mso-bidi-font-family: Arial">8% 그렇다면 앞으로 LOHAS 마켓에서 어떤 분야가 주도적인 분야가 될 것인가? NMI는 앞으로의 소비 성향을 분석한 결과, 특정 제품들이 로하스 마켓을 크게 만드는 데 주도적인 역할을 하고 있는 것을 발견했다. 그것은 식음료 분야와 환경친화적 건축물 분야이다. style="FONT-SIZE: 10pt; mso-bidi-font-family: 'Times New Roman'"> face=Arial>표 4.  가장 크게 증가하고 있는 LOHAS 제품들 style="FONT-SIZE: 10pt; mso-bidi-font-size: 12.0pt; mso-bidi-font-family: 'Times New Roman'"> face=Arial>(% LOHAS consumers stating the following are important in product purchase influence) style="MARGIN: 0in 2px 0pt; mso-padding-alt: 0in 5.4pt 0in 5.4pt; mso-border-alt: solid windowtext .5pt; mso-border-insideh: .5pt solid windowtext; mso-border-insidev: .5pt solid windowtext" cellSpacing=0 cellPadding=0 border=1> style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt" vAlign=top width=87>   style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt" vAlign=top width=205>   style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt" width=152> align=center> face=Arial>% LOHAS - 2003 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt" width=144> align=center> face=Arial>% LOHAS - 2005 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt" width=87> align=center> face=Arial>Compound Annual Growth style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" width=87 rowSpan=3> align=center> face=Arial>식음료 align=center> face=Arial>분야 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=205> style="mso-bidi-font-family: 'Times New Roman'">콩이 포함된 제품 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=152> align=center> face=Arial>7% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=144> align=center> face=Arial>14% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=87> align=center> face=Arial>+100% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=205> style="mso-bidi-font-family: 'Times New Roman'">유기농 제품 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=152> align=center> face=Arial>25% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=144> align=center> face=Arial>40% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=87> align=center> face=Arial>+63% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=205> style="mso-bidi-font-family: 'Times New Roman'">색소가 없는 제품 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=152> align=center> face=Arial>31% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=144> align=center> face=Arial>47% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=87> align=center> face=Arial>+50% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: windowtext 1pt solid; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" width=87 rowSpan=3> align=center> style="mso-bidi-font-family: 'Times New Roman'">환경친화적 align=center> style="mso-bidi-font-family: 'Times New Roman'">건축물분야(Green style="mso-bidi-font-family: 'Times New Roman'"> Building) style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=205> style="mso-bidi-font-family: 'Times New Roman'">ENERGY STAR qualified 된 제품(에너지 효율이 높은 제품) style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=152> align=center> face=Arial>37% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=144> align=center> face=Arial>68% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=87> align=center> face=Arial>+35% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=205> style="mso-bidi-font-family: 'Times New Roman'">합성제품이 아닌 것 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=152> align=center> face=Arial>19% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=144> align=center> face=Arial>25% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=87> align=center> face=Arial>+15% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 153.9pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=205> style="mso-bidi-font-family: 'Times New Roman'"> face=Arial>천연제품 style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 114pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=152> align=center> face=Arial>32% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 108.3pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=144> align=center> face=Arial>38% style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; WIDTH: 65.25pt; PADDING-TOP: 0in; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt" vAlign=top width=87> align=center> face=Arial>+10%   위의 표-4에 의하면 식음료 사업에서는 좀더 영양학적이고 천연적인 제품들이 성장했으며, green building분야에서는 아직도 성장세이지만 더 큰 성장세의 여지는 남아있다. 특히 ENERGY STAR에 조건에 해당 되는 제품들, 즉 에너지 효율이 높은 제품들, 또한 천연 제품들이다.   위의 자료들을 토대로 봤을 때, 미국에서 지속적으로 LOHAS 마켓은 엄청난 속도로 성장하고 있으며 앞으로 잠재적인 성장 가능성 또한 크다는 사실을 알 수 있다. LOHAS 소비자들의 요구에 따라서 기업들은 사회적인 책임감을 가지고 좀 더 환경 친화적인 제품들을 생산해 내고 있으며 단지 LOHAS족이 아니라 하더라도 여러가지 편의성과 매력 때문에 이 마켓은 엄청난 속도로 증가해 가고 있다.   [참조] LOHAS Market Research Rebiew : Marketplace Opportunities Abound by Steve French and Gwynne Rogers The Natural Marketing Institute (NMI)   Written by FranchiZ.com, all rights reserved