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