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BizReport : Research : April 30, 2008
Burst Media: Consumers interested in but skeptical of green policies
Put your money where your mouth is. That may as well be the new theme for green marketing efforts. Why? Because according to a recent Burst Media survey, consumers are very interested in green products and initiatives but are leery of marketers' claims of being "green".
First, the good news. According to survey results, about 37% of consumers have high brand recall after seeing a green message. However, about 22% say they "never" believe the green claims in the ads. More than half (65%) say they "sometimes" believe the claims but only 12% say they "always" believe green claims. When they do not believe the claims, consumers are most interested in researching them online.
Just over 79% of consumers choose to research company's green claims online. Most, however, say they don't find enough relevant information from corporate sources.
This is an indicator that marketers need to begin backing up their green claims with actual information on company websites.
"Businesses that can support their claims in their green messaging and sustainability topics in a way that incorporates the consumer in the conversation are at an advantage in the marketplace," said Jarvis Coffin, CEO of Burst Media.
In addition to having product listings, company's should consider including studies performed or other relevant information about the green-ness of the product.
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