2008 Green Gap Survey
Americans misunderstand key phrases commonly used in environmental marketing and advertising, giving products a greater environmental halo than they deserve and creating a growing risk of backlash. At the same time, with days until a U.S. Federal Trade Commission public hearing on the subject, a majority of Americans support government regulation of such messages.
Key Findings Include:
47% of consumers trust companies to tell them the truth in environmental messaging
45% believe companies are accurately communicating information about their impact on the environment
61% say they understand the environmental terms companies use in their advertising