Green Ads: Consumers Recall Them but Often Skeptical
Green/Sustainability
Consumer recall of advertising with “green” messaging is high
- 37% of consumers say they frequently recall green messaging
- 33% say they recall it occasionally.
Consumers do not automatically accept green claims made in advertisements
- 23% say they “usually” or ”always” believe green claims made in ads
- 65% say they “sometimes” believe green claims
- 12% “never” believe green advertising claims.
Consumers want to be able to investigate green claims and many do
-
42% of consumers frequently or occasionally research the claims made in green advertisements.
Businesses need to do a better job of supporting their claims of green products and services -- many respondents find corporate information lacking
- 42% rate corporate information as average
- 21% rate the information as fair
- 17% rate it as poor.
About: Burst Media online survey of 6,065 U.S. adults conducted in April 2008.
Source: Marketing Charts, Consumers Recall Green Ads, but Often Skeptical of Them, April 24, 2008.
