Are some environmental claims more appealing than others?
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
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