An IpsosoReid survey in Canada released yesterday says 63 per cent of people suspect goods marked as environmentally friendly are designed to sell the product. The tactic, called “green-washing”, is increasingly popular with marketers vying for shopping dollars. People suspect certain goods are labeled environmentally friendly as part of a tactic to sell the product rather than save the earth. UBC marketing professor Dan Putler said “such image overhauls don’t dupe shoppers easily”. “People have an understanding that companies want to look good even when they’re not doing good.” The results from the survey of 1,285 Canadian homeowners showed shopper’s doubt marketers intentions when it comes to the environment: Here are some results:
- 56 per cent of people who consider themselves green savvy consider some products sold as green to be a marketing tactic.
- 63 per cent of the total people surveyed consider some products sold as green to be a marketing tactic.
- 40% of people would not be willing to pay more up front for items such as green building products.
- 31 percent of people admit to not knowing much about environmental issues.