Consumers Not Believing Green Marketing Efforts
Ad Age reports that according to a study by Burst Media, while consumers have a high recall of “green advertising,” they really aren’t believing those messages at the same rate. Burst surveyed about 6,000 people age 18 and over about their perception of environmental marketing. While almost three-quarters recall seeing some green ads, more than 20% don’t ever believe them and two-thirds only believe them “sometimes.”
The only group that seems to believe these messages is the core group of 5% of people who identify themselves as “completely green” consumers. In that group better than 40% say advertisers are doing a good job at providing information on green claims.
I noted one interesting comparison on the motives for going green — casual green consumers most often cited “good for the environment” (62%) as their top reason, while the more dedicated eco-oriented said it was “to live a better quality of life” (48%).
on April 22, 2008 on 7:19 pm
Green Advertising seems to be getting out of hand lately. Every one is claiming they have green products. It really isn’t fair for those companies that started out green and is doing everything it can to be green to be label as green marketing. I hope laws are gonna be pushed so companies claiming to be green have to prove it.
on April 23, 2008 on 7:03 pm
Lighting:
Good point. But how would you do that?? Which government group would have the legal authority to enforce laws like that??
Ken
on April 23, 2008 on 11:41 pm
Ken
There should be a set of guidelines that a company must follow to claim that it is green or not. We could create a government group enforcing that those laws and writing up companies that don’t comply.
on April 27, 2008 on 9:42 pm
We all due respect, I’ve yet to see many government programs worth a darn, and even fewer that have been effective as an enforcement group. I’m also not sure I’m willing to commit more tax dollars when ALL of the Presidential candidates have a long shopping list of things they say they are going to do if elected.