Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Study: Green Shoppers Gullible And Confused

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
Citizenship.

~A

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.

Filed under: advertising, Consumer, eco-friendly, environment

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