subject: Customers Wary Of Green Claims [print this page] For example, more and more people recognize the fragile state of our global environment and are putting their money where their sentiments reside, willingly spending more money for eco-friendly alternatives.
In the March 31, 2009 edition of PC World, the Web hosting company 1&1 reported that almost 80% of online shoppers would use environmentally friendly Web sites and companies over their less green rivals. Committing to minimising their impact on the environment has a clear commercial advantage for all types of retailer, 1&1 CEO Oliver Mauss said. They further reported that 60 percent of online buyers said they would purchase from an online retailer if they were powered by green energy in some way, such as powering their websites from a green data centre or servers using renewable energy.
Accordingly, many online retailers are racing to figure out how to be greener, using tactics that range from selling eco friendly products to putting reduce, reuse and recycle practices into their own businesses. For example, businesses are:
- Recycling paper, printer cartridges and used computer equipment.
- Using earth-friendly packaging.
- Asking customers to recycle packaging material received.
- Using wattage-efficient fluorescent bulbs in the workplace.
- Offering eco-friendly products.
However, not every supposedly green company is following through on their claims and consumers do not like it. Nor do they necessarily simply trust what they are being told. Consumer Watchdog organization, the UK-based Consumer Focus, published a report on consumer reaction to green products and claims in June 2009. Their report suggests that two thirds of consumers surveyed are unsure if products which claim to be environmentally friendly actually are, while 58 per cent believe that many firms pretend to be green so they can increase their prices. Consumers are conflicted about what to believe and they generally do not think that there is regulation or requirements that make it more difficult for businesses to make unfounded claims.
The study asked consumers what kind of evidence they need to feel confident in business claims. They identified:
- 100% - Endorsement by an environmental organization
- 58% - Backed by an independent study
- 48% - A common label that evaluated claims
- 45% - Reputable company
- 34% - Endorsed by the government
- 29% - Sufficient detail to evaluate claim
At this time, many of the systems and oversight that consumers are seeking are simply not available. If you are an organisation that is trying hard to go green, consider some of these techniques for underscoring the veracity of what you are doing.
- Explain your activities in detail on a commitment to a cleaner world page
- Add photos of your worksites special activities like picture of your employees recycling, photos of energy-efficient lighting on desks, etc.
- Explain your packaging decisions in a note tucked into your products as they ship.
- If you are selling green products, seek your own proof from the manufacturers and pass it along to your customers.
The Consumer Focus report was very clear in saying that whatever you do; do not misrepresent yourself and your activities. This issue is getting a lot of attention and you will be found out, which can only be to your detriment.
