Certifiably Consumable: Buyers Respond Best to Official Seals 


The 2011 Cone Green Gap Trend Tracker study asked consumers which of three common marketing approaches is most influential in consumer purchase decisions. Consumers were asked to “purchase” the most environmentally responsible of three generic cleaning products based on an isolated marketing approach: a certification, a vague environmental claim or an environmental image. Findings include:

• Certification: 51% selected the product bearing a mock certification; more than half of respondents (51%) believed the certification meant the product was verified by a third party.

• Claim: 30% of respondents chose the product with a vague “made with natural ingredients” claim.

• Imagery: One-in-five (19%) still chose this product without any other indication it was better for the environment. Still, some believed the imagery indicated the product was safe for the environment (14%). PRN

Source: Cone




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.