Earthkeepers » consumer study http://earthkeeper.com/blog Tue, 06 Jan 2009 22:10:42 +0000 http://wordpress.org/?v=2.5.1 en Making Sense of the Green Marketing Madness http://earthkeeper.com/blog/uncategorized/making-sense-of-the-green-marketing-madness/ http://earthkeeper.com/blog/uncategorized/making-sense-of-the-green-marketing-madness/#comments Sun, 20 Jul 2008 12:38:57 +0000 admin http://earthkeeper.com/blog/?p=56 It’s not news that the marketplace is awash in green, or that it’s difficult for the average consumer to make sense of one company’s environmental claims over another … but a recent Shelton Group study as highlighted in last week’s issue of Brandweek sheds new light on just how confused – and skeptical — consumers really are.  A few highlights:

  • 49% of survey respondents said a company’s environmental record is important in their purchasing decisions … but that number dropped to 21% when consumers were asked if this had actually driven them to choose one product over another.
  • When asked why most companies that adopt environmentally friendly practices do so, the most common response (47%) was “to make their company look better to the public.”

So how do you separate fact from fiction in today’s green marketing epidemic — and how can you make it work for you?  Courtesy of BusinessWeek.com, here’s environmental marketing expert Scot Case lending insight and suggestions on how to be a more eco-savvy shopper:


Â

]]> http://earthkeeper.com/blog/uncategorized/making-sense-of-the-green-marketing-madness/feed/