22% of Consumers Don’t Know How to Discern Green Products
In a study of consumer opinions of marketing claims, 22 percent of survey respondents said they have no way of knowing whether a product is green or not, according to research conducted by the Shelton Group.
The EcoPulse survey found that nearly 20 percent of consumers look to the product’s label to determine whether it’s green. Another 15 percent look to the ingredient list.
“People are uncertain what to trust, so there’s almost a ‘buyer beware’ attitude in the market, with consumers feeling they have to rely primarily on what they can read on the label,” said Suzanne Shelton. “Consumers want a trusted source for accreditation, one that is simple to understand.”
Shelton pointed to the Energy Star label as one that consumers trust, because they can see specific numbers on the label.
Consumers don’t like to be misled or betrayed by brands they trust, Shelton said.
When asked what their reaction would be if a company that makes a favorite product and had been advertising itself as “green” received a government fine for failing emissions standards or for polluting a nearby stream, four in ten respondents indicated they would stop buying the product. What’s more, 36 percent would not only stop buying, they’d encourage friends not to buy the product, according to a press release.
More survey results are available here. The survey was conducted in April and May among 1,006 consumers.
Stay Up-to-Date On Environmental Management, Energy & Sustainability News with EL's Free Daily Newsletter
Energy Manager News
- Tesla Becoming a Major Player in the Energy Storage Market
- Federal Agencies Must Use eProject Builder for All ESPC Projects
- Refrigeration Battery Works as Energy Storage
- 400 kW Fuel Cell System Powers Comcast Facility
- City Picks UtilityTRX for Utility Bill Management
- FridgeWize Unveils HVAC EC Motors
- Aztec AMC Modular HVAC system Reduces Data Center Cooling Costs
- Verismic Does Remote PC Power Management