Canadian consumers are cynical about “green” marketing and the perceived expense associated with environmentally friendly products, according to Bensimon Byrne’s Consumerology Report.
The study, commissioned by the Toronto-based agency and conducted by Gandalf Group, showed that 75% of Canadians believe environmental claims are marketing ploys, and 65% said companies overuse the term “green.”
Nearly two-thirds of respondents (65%) said they don’t understand why it’s more expensive to purchase environmentally friendly products. The same percentage believe it doesn’t cost more to produce environmentally friendly products but companies claim a product is green so they can charge more.
Fully 93% of Canadians said using energy-efficient appliances would be the most beneficial thing they could do to help the environment, however, only 38% would consider buying the appliances, because of the perceived cost.
“Canadians are eager to make choices that will benefit the environment. But cost, cynicism and confusion about green marketing efforts are prohibiting them from making those choices,” said Jack Bensimon, president of Bensimon Byrne. “The research suggests a significant opportunity for companies who are seen to be legitimate green leaders and can offer conventional pricing of environmentally friendly products.”
According to the study, 85% of Canadians want government-enforced standards for “environmentally friendly” products as well as labeling that certifies and explains terms like green, organic and low emissions. Consumers view the companies who produce green products as the least trusted source for information about the environmental impacts of their products.
The study found Quebecers have a higher level of concern for the environment, are more motivated to make changes in their lives and are most likely to say they are financially able to go green. Less than one-third of Atlantic Canadians said they are financially able to make personal changes to benefit the environment.
The Gandalf Group surveyed 1,500 Canadians between June 26 and July 9.
