Our researchers Kate White and Shakti Sethi have partnered with the Better Business Bureau National Programs (BBBNP) on “The Green Claims Effect: How Environmental Claims Influence Consumer Understanding and Brand Perception”.
More from the BBBNP:
The findings, outlined in The Green Claims Effect, suggest that broad, unqualified claims can create a “halo effect.” This is a phenomenon where consumers assumed companies engaged in a wider range of environmentally responsible practices than were actually stated in the advertising. For example, when participants saw an unqualified claim such as “eco-friendly paper products,” they were significantly more likely to assume the company also engaged in other environmentally friendly practices such as using renewable energy, minimizing waste, and maintaining a sustainable supply chain even though none of those practices were mentioned in the advertisement.