With many retailers accused of ‘greenwashing’ OnBuy.com conducted a survey to find out what consumers think. The survey was completed by 3,446 participants.
Biodegradable, recycled and recyclable are among ten green and sustainable buzzwords which encourage consumers to purchase. The most misunderstood green and sustainable buzzwords included:
1. Low-VOC (96%)
2. Net zero (48%)
3. Carbon-negative (26%)
4. Clean (22%)
5. Green (19%)
More key findings from the survey:
- 83% of consumers feel misled by green and sustainable buzzwords in retail advertising (17% do not)
- 90% of consumers think retailers need to be more transparent about how green their stock is (10% do not)
- 55% of consumers said they would challenge retailers on their sustainability if they were unsure on their policy (45% would not)
- 76% of consumers think they need more education about what is and isn’t sustainable (24% do not)
- Retailers accused of ‘greenwashing’ - greenwashing is when a company or organisation spends more on marketing themselves as environmentally friendly than on minimising their environmental impact
When asked ‘do you think retailers who use green and sustainable buzzwords have a genuine interest in sustainability?’ Consumers answered:
- 0% yes
- 38% no
- 62% sometimes
Finally, when asked ‘which of the following do you think is key in making shopping greener?’ Consumers answered:
1. Companies to recycle and/or reuse most of what they create in the production process (44%)
2. Environmentally efficient packaging (no plastic) (33%)
3. Green shipping methods (local pick up) (15%)
4. Products made with raw materials (organic cotton) (7%)
