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 Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

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

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.