Canadians cynical about "green" marketing: survey

Mon Jul 28, 2008 1:02pm EDT
 
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TORONTO (Reuters) - About 80 percent of Canadians say they think of the environment when making purchasing decisions, but most think that companies' "green" claims are just a marketing ploy, a survey released on Monday found.

Seventy-five percent of 1,500 Canadians surveyed by the Gandalf Group on behalf of Toronto advertising agency Bensimon Byrne said they were cynical about environmentally friendly claims.

As well, 85 percent of Canadians said they want regulated standards for producers and labeling that certifies and explains terms such as "organic," "low emissions," and "green."

Almost two-thirds said they don't understand why it's more expensive to buy environmentally friendly products, the survey found.

The same number of respondents also said they don't believe "green" products cost more to make, but that companies claim a product is environmentally friendly so that they can charge more for it.

The survey found that while 83 percent of Canadians say they are motivated to make personal changes that would benefit the environment, only 39 percent are very or somewhat financially able to make such moves.

(Reporting by Wojtek Dabrowski; editing by Peter Galloway)