g-Think | Issue 17 | g-Think Survey Results: Accountability

By The Editors
From Issue 17
Date January 2008

Topics Covered
Certification, Opinion, Responsibility

Comments

The results are in for g-Think’s survey on Accountability

The message is clear. Ninety-eight percent of Awakening Consumers surveyed feel that much clearer standards are needed when it comes to companies promoting their green products and services. And are companies over-hyping their green credentials? The reaction was more mixed: 25 percent of Awakening Consumers responding to a recent g-Think survey feel companies over-hype all the time; 41 percent a lot of the time; 31 percent some of the time. Virtually no one thought companies to be immune from this activity.

In terms of green labeling on products—something that has been gaining increased attention, the results were skewed towards those who feel there is confusion. Just over 54 percent feel that green labeling on products is “occasionally confusing.” The vast majority of respondents (91 percent) feel that there needs to be more government action when it comes to the regulation of what is and what is not green. The reaction was a little more mixed when respondents were asked “Would you like to see a standard carbon footprint label on every product you buy or service you use?” Seventy-four percent said “yes,” 26 percent “no.”

g-Think sought to gauge opinion as to the permanence of the green phenomenon. We asked Awakening Consumers if they thought the attention on green issues was a passing fad or something here to stay. Seventy-six percent believe the green movement has longevity, with 26 percent considering it to be a trend.

We wanted to find out opinions on some specific certification labels and asked respondents about one of the more prominent ones instituted by Rainforest Alliance, which certifies coffee (along with other agricultural products). g-Think asked whether or not Awakening Consumers had purchased a Rainforest Alliance certified product. Thirty-eight percent answered in the affirmative; 44 weren’t sure; and 18 percent said they hadn’t. When it comes to paying more for a certified product (certified products often carry a premium), people’s reactions were spread more evenly. Very few were willing to pay double; with most people willing to pay up to 10 percent more. Just a few were willing to fork out up to 50 percent more.