Poll
Polls are collections of public opinions gathered by
Georgetown Institute for Consumer Research to shed
light on issues relevant to consumers.
How Appealing are Different
Environmental Claims?
Percentage of Appealing or Very Appealing Ratings of
Environmental Claims
% of Respondents
55%
50%
50%
44%
45%
40%
37%
35%
28%
30%
25%
Environmentally Environmentally
Responsible
Friendly
Eco-Friendly
We Care About
the Environment
Environmental Claim
When asked to rate how appealing the various environmental claims were, half of participants
rated the “environmentally responsible” statement as appealing or very appealing, while only
28% of participants thought the “we care about the environment” claim was appealing or very
appealing. Meanwhile, 44% and 37% of respondents rated the “environmentally friendly” and
“eco-friendly” statements as appealing or very appealing, respectively. Despite the fact that
these claims are essentially interchangeable, there seems to be large differences in how they
are perceived by consumers.
The Georgetown Institute for
Consumer Research, Sponsored
by KPMG, develops innovative,
ground-breaking research to illuminate
the challenges and opportunities
of understanding and marketing
to consumers.
For more information, visit
http://consumerresearch.
georgetown.edu