Source: BizReport.com
Published: Friday, April 18, 2008

Online noise about environmental issues has grown louder over the years and it pays for online retailers to demonstrate their “green” responsibility.

Consumers are using the Internet to voice their opinion about sustainability and greenwashing, according to a recent report from Nielsen BuzzMetrics.The “Sustainability through the Eyes and Megaphones of the Blogosphere” report found that the buzz around sustainability grew 50% last year, expanding to include many other environmental concerns such as global warming and recycling.

“When it comes to the environment, consumers are insisting on both transparency and consistency from the corporations they patronize,” said Jessica Hogue, research director, Nielsen Online. “Consumer support depends on action as well as perceived sincerity and commitment.”

The most-used sustainability blog last year was Discovery Channel's TreeHugger website, which posted 4,612 sustainability-specific messages, found the report, followed by Worldchanging, Biopact and The Oil Drum.