While nearly one in four people say they
consistently buy products they believe to be environmentally friendly,
almost half (48%) think that “green” products are actually beneficial
for the earth, while a distinctly smaller group-22%–understand that
such purchases are simply less harmful than competing products, reports
a new study from Cone LLC and the Boston College Center for Corporate
MediaPost Publications – Study: Green Shoppers Gullible And Confused – 04/21/2008
Although consumers are highly motivated to buy green products, weighing environmental factors into an increasing number of purchasing decisions, they often don’t know what the heck marketers are saying.