Twenty-one percent of consumers say a product''s reputation is the biggest factor they weigh when making purchasing decisions; word of mouth is valued by 19 percent and brand loyalty by 15 percent, while only 9 percent say green advertising is their primary influencer, the release stated.
Valerie Davis, EnviroMedia principal and CEO, said: "There''s a real opportunity for authentic green marketing, despite the tough economy. This research proves people want to do what''s best for the environment, but it needs to be easy and accessible. Companies should be clear about the environmental benefits of their products and services and make sure what they claim in the TV ad is backed up consistently on product packaging and on the website."
About one in three consumers say they don''t know how to tell if green product claims are true while one in 10 consumers blindly trust green product claims, the release noted.
About 24 percent of consumers are verifying green claims by reading the packaging while 17 percent are verifying green claims online and through third-party assessments, the release added.