2011 Green Gap Trend Tracker
Americans continue to misunderstand phrases commonly used in environmental marketing and advertising, giving products a greater halo than they may deserve. At the same time, most Americans are willing to punish a company for using misleading claims. Of the 71 percent who will stop buying the product if they feel misled by an environmental claim, more than a third (37%) will go so far as to boycott the company’s products entirely, according to the 2011 Cone Green Gap Trend Tracker.
Key Findings Include:
97% of Americans believe they know what common environmental marketing claims such as “green” or “environmentally friendly” mean
41% erroneously believe the terms “green” or “environmentally friendly” mean a product has a positive (i.e., beneficial) impact on the environment
59% say it is only acceptable for marketers to use general environmental claims when they are backed up with additional detail and explanation