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BizReport : Ecommerce : April 11, 2013


7 in 10 U.S. consumers shop with the environment in mind

Many American consumers shop with the environment in mind, according to Cone Communications' 2013 Green Gap Trend Tracker, and believe terms such as "green" or "environmentally-friendly" mean a product has little or no impact on the environment.

by Helen Leggatt

Cone's latest research reveals that 71% of American consumers think about the environmental impact of the products they buy, up from 66% in 2008. Just under half make their purchase decisions based on on-pack details rather than online research (26%).

More than 60% of respondents to Cone's survey claimed to understand terms used by companies to make environmental claims, and believe that terms such as "green" or "environmentally-friendly" indicate a product has little or no impact on the environment. Of course, this isn't entirely true, and just 22% of respondents were able to recognize that such terms mean a product has a lesser impact than other similar products.

Despite this, many respondents (69%) say that as long as a company is transparent and honest it's okay if it's not environmentally perfect but, should a company be misleading in its environmental claims, over three-quarters (78%) would boycott that product.

"With more and more products in the marketplace marketed as compostable and biodegradable, that is where the breakdown in communication begins," said Liz Gorman, SVP for CSR and sustainable business practices at Cone Communications. "Once a consumer buys a product, they are responsible for that part of the lifecycle of the product."

"They understand they have a responsibility to follow through, but probing a little deeper, we can see that there is a lot of confusion and they don't always close the loop - either because they don't understand what is expected, or don't have the resources," she added.






Image via Shutterstock

Tags: brand marketing, consumer survey, environmentally friendly, green, product marketing, shopping insights








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