Consumers Skeptical about being Green

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