Survey: Consumer Recall for Green Ads Runs High

Consumers generally have a high recall of green advertising messages for environmentally friendly products or services. However, consumers don’t necessary believe claims made in ads, according to survey findings released by Burst Media.

Among more than 6,000 Web site users surveyed, more than a third (37.1%) of consumers said they frequently recall green advertising messages. Another third (33.1%) said they occasionally recall green advertising messages.

Nearly a quarter (22.7%) of consumers said they seldom or never believe green advertising claims. Two-thirds (65.3%) said they sometimes believe such claims. Only a minority (21.%) said they always believe green advertising messages.

Four out of five consumers (79.6%) of consumers surveyed use the Internet to research green initiatives and products in general. A considerable number (41.6%) reported they frequently or occasionally research claims made in advertising, particularly claims related to recycling.

Most individuals opined that corporations offer an insufficient amount of information about green products and services. The majority rated green information from corporations as at best average, fair or poor.