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Consumers Skeptical about being GreenMay 6, 2008 Green advertising may be ubiquitous these days, but that doesn’t mean consumers are buying into the messages behind it. According to a Burst Media survey, consumer recall of green advertising is very high—37% of respondents say they frequently recall messaging, and 33% do so occasionally—but their belief in the claims is not so sturdy. Among the findings:• 23% of respondents seldom or never believe green claims made in advertisements; • 65.3% of respondents say they “sometimes” believe green claims made in advertisements; • 12.1% say they “always” believe green advertising claims; • 41.6% of consumers frequently or occasionally research the claims made in green advertisements; and, • 30.1% refrain from any further research. When it comes to said research, the results revealed that: • 80% of respondents use the Internet to conduct personal research on green initiatives and products; • 42% rate corporate information as only average; • 21% rate the information as fair; and, • 17% rate it as poor. Source: Burst Media
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