Green Ads: Consumers Recall Them, But Are Skeptical at Retail Marketing

Green Ads: Consumers Recall Them, But Are Skeptical

Published by Cindy April 30th, 2008 in Advertising, Branding, Consumer Brands, Eco-friendly, Measurement, Online Advertising.

Consumer recall of advertising with “green” messaging is high. More than one-third of consumers (37.1%) frequently recall green messaging; another third say they recall it occasionally (33.1%), according to a new Burst Media survey, MarketingCharts reports.

The online survey, conducted in April 2008 with more than 6,000 web users over 18 years of age, explores how consumers incorporate green or environmentally friendly services and products into daily life, and their perception of green claims made by advertisers.

Among the key findings:

Consumers do not automatically accept green claims made in advertisements:

One in five respondents (22.7%) say they seldom or never believe green claims made in advertisements.
Two-thirds (65.3%) of respondents say they “sometimes” believe green claims made in advertisements.
12.1% say they “always” believe green advertising claims

[Full Story at Marketing Vox]