Report Reveals Consumers Look Deeper When Making Purchasing Decisions Based on Eco-claims
Source: BBMG
Published: Thursday, April 10, 2008
Published: Thursday, April 10, 2008
The word "green" does not resonate as strongly with consumers as other eco-attributes, according to the BBMG Conscious Consumer Report, one of the first studies to combine field observations with a national survey on purchasing behavior and social values. According to the study, only 18% of Americans say the term "green" describes them very well, while 39% say "socially responsible" describes them very well, followed by "conscious consumers" (37% very well) and "environmentally friendly" (34% very well).
The report also finds that eco-attributes test better with consumers when describing specific qualities such as "recycled," "biodegradable," "cruelty-free" and "locally grown" - as opposed to the more general term "green."
"At a time of eco-saturation, American consumers are bringing a healthy dose of skepticism to the market and looking beyond generic green marketing claims," said Raphael Bemporad, principal and co-founder, BBMG. "They want brands to back green promises with specific benefits and authentic action."
The BBMG Conscious Consumer Report details consumer attitudes towards leading social issues, trust labels, self-identification, corporate practices and the most socially responsible companies. Conducted by branding and marketing agency BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines ethnographic research in three U.S. markets with a national survey of 2,007 adults, conducted September 11-17, 2007. The margin of error is +/- 2.2 percentage points.
The report also finds that eco-attributes test better with consumers when describing specific qualities such as "recycled," "biodegradable," "cruelty-free" and "locally grown" - as opposed to the more general term "green."
"At a time of eco-saturation, American consumers are bringing a healthy dose of skepticism to the market and looking beyond generic green marketing claims," said Raphael Bemporad, principal and co-founder, BBMG. "They want brands to back green promises with specific benefits and authentic action."
The BBMG Conscious Consumer Report details consumer attitudes towards leading social issues, trust labels, self-identification, corporate practices and the most socially responsible companies. Conducted by branding and marketing agency BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines ethnographic research in three U.S. markets with a national survey of 2,007 adults, conducted September 11-17, 2007. The margin of error is +/- 2.2 percentage points.