Survey Finds Consumer Economic Priorities Trump Environment | News – Advertising Age
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Greenwashing Skepticism Down, but so Are Consumer Concerns GfK Survey Finds Economic Priorities Trump Environment By: Jack Neff Bio E-mail Author RSS feed Published: September 21, 2011 inShare1 People care less about the environment or green marketing claims than they did a few years ago, yet theyre also less likely to doubt marketers green claims or motives, according to the new Green Gauge Report from GfK.The 2011 version of the study, based on surveys of more than 2,000 respondents between June 9 and July 5, found only 33% said the environment is “very serious and should be a priority for everyone” this year, down from 39% last year and 46% in 2007. At the same time, 41% of people agreed with the statement “first comes economic security, then we can worry about environmental problems,” up 13 points from 2007, according to GfK.That attitude filters down to reported purchase behavior. Only 24% of respondents this year said they avoid products that arent environmentally responsible, down 6 percentage points from 2008. Only 30% of people this year said theyd bought a “green” or environmentally responsible version of a product in the past two months, down from a high of 36% in 2008.Yet there was a trend toward “simple and practical steps,” as GfK puts it, including 63% who say they now use tap water instead of bottled water up 5 points from 2008 and 39% who say they use reusable shopping bags, up 11 points over the same period.Despite people being less responsive to environmental ad claims, they seem to believe them more often. The Green Gauge report found 39% of people say business claims about the environment arent accurate, substantially lower than the 48% who believed that three years ago. And 37% of respondents this year said bus
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