View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
January 28, 2020

Consumers feeling “misled” by sustainable buzzwords

UK consumers are feeling misled by green and sustainable buzzwords in retail advertising, a survey has found, with words like ‘organic’ and ‘eco-friendly’ most likely to discourage purchases.

By Michelle Russell

UK consumers are feeling misled by green and sustainable buzzwords in retail advertising, a survey has found, with words like ‘organic’ and ‘eco-friendly’ most likely to discourage purchases.

Free Report
img

What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
  • Gain insight into the 12 most important trends across the FMCG value chain
  • See the consumer survey data that underpins these insights
  • Learn what early-movers are already doing in terms of NPD and product marketing
Take a look at this report to give yourself the best standing in this developing market.
by GlobalData
Enter your details here to receive your free Report.

With many retailers accused of “greenwashing” – when a company spends more on marketing itself as environmentally-friendly than on minimising its impact – a survey by OnBuy.com reveals there are certain buzzwords that will put consumers off purchasing an item.

Completed by 3,446 participants, the most misunderstood green and sustainable buzzwords are ‘low-VOC’ (96%), ‘net zero’ (48%) ‘carbon-negative’ (26%), ‘clean’ (22%), and ‘green’ (19%).

The top three words likely to discourage a sale are ‘powered by nature’ (67%), ‘organic’ (50%), and ‘eco-friendly’ (46%).

The survey results found that around 83% of consumers feel misled by green and sustainable buzzwords in retail advertising, while 90% of consumers think retailers need to be more transparent about how green their stock is. Around 55% of consumers said they would challenge retailers on their sustainability if they were unsure on their policy, and 76% think they need more education about what is and isn’t sustainable.

On the upside, buzzwords that resonate with consumers include biodegradable, recycled and recyclable – all of which are likely to encourage a purchase.

However, when asked, “do you think retailers who use green and sustainable buzzwords have a genuine interest in sustainability?”, none of the consumers answered ‘yes’, 38% said ‘no’, and 62% said ‘sometimes’.

Around 44% of participants also said companies recycling or reusing what they create in the production process is key in making shopping greener, as is environmentally-friendly packaging (33%). Green shipping methods was less popular (15%), as was products made with raw materials, such as organic cotton (7%).

Related Companies

Free Report
img

What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
  • Gain insight into the 12 most important trends across the FMCG value chain
  • See the consumer survey data that underpins these insights
  • Learn what early-movers are already doing in terms of NPD and product marketing
Take a look at this report to give yourself the best standing in this developing market.
by GlobalData
Enter your details here to receive your free Report.

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Style