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' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

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.