That is just one of the findings of a new report entitled "The Corporate Reality of Consumer Perceptions." The report, published today by GreenBiz.com and researched and written by Amy Hebard and Wendy Cobrda of the applied marketing firm Earthsense.
This report stems from Earthsense's Eco-Insights Survey, which polled more than 30,000 individuals, trying to sketch out how green they perceive familiar companies to be. Results were ranked along four axes: how much the company has incorporated sustainability into its operations; how green are the products they produce or sell; how good of an investment does the company appear to be; and how likely is a person to recommend that company to friends or family.
In addition to the high number of supermarkets or grocery stores, the companies that scored high across one or more of these categories include a number of green consumer packaged goods (CPG) companies, including Tom's of Maine, Burt's Bees, Green Mountain Coffee, Odwalla and Kashi, among others.
In a podcast interview posted today on GreenBiz Radio, the authors explain that these retail and CPG brands likely scored so well because shoppers have up-close and personal relationships with them, and as a result feel more knowledgeable about their level of greenness.
But other companies in the Earthsense 35 -- those that scored at or near the top of at least one of these categories of question -- have earned that ranking through effective communication of their green initiatives. Google and Yahoo are both highly ranked in the survey, albeit largely on the axis of sound investment strategy, but both companies are also engaged with greening their own operations as well as helping their customers take part in the environmental movement.
The report offers an in-depth exploration of the four categories of green performance: Company Earthsense, Product Earthsense, Investment Attractiveness, and Advocacy. It breaks down both where shoppers place these companies on the green spectrum, and offers some baseline questions for companies to ask themselves to gauge where they stand.
Download the full report, "The Corporate Reality of Consumer Perceptions," for free from GreenBiz.com.

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I LOVE UM ALL
No matter how green a retailer gets, they can't fully go green unless they get rid of those paper receipts. That type of paper is so impregnanted with chemicals that it can't even be recycled.
Now don't get me wrong, I LOVE Trader Joe's and Whole Foods, but who needs a paper receipt. Why can't we just get our receipts online?
Actually, I came across a company called Alletronic that is trying to do something like that, but I haven't seen them in any of these "green stores". These companies just make me wonder if their "green" image and the PR it generates is more important than them truly going green.
Craig
I LOVE Trader Joes
As a mom of 12 I find them the very best value and their foods and choices are wonderful. If anyone has a problem with them just keep on telling them and have your friends do the same.
Some other big natural store chain I am less than thrilled with. It is obvious that they care more about profit than ethics. Their buyers know very, very little about quality of products and their claims. They are clueless when it comes to reading skin care labels.
Moms is a pretty decent place. Not the greatest place but I think their heart is in the right place.
Tammie Umbel, CEO
Shea Terra Organics
www.sheaterraorganics.com
but Trader Joe's failed to source sustainable seafood?
Even with strong strategic communications backed up with great facts on green-ness, consumers still lack awareness on facts that aren't so green.
For instance, Trader Joes--they may have publicized that they got rid of their GMO produce--but they also miserably failed Greenpeace's sustainable seafood grocer list last month: http://www.greenpeace.org/usa/press-center/releases2/four-u-s-supermarke...
This is what creates consumer skepticism and confusion.. transparency is really important! Otherwise, eco-watchdogs like Greenpeace will call you on your green-washing. With that said, I don't doubt Trader Joes will now make sustainable seafood a new initiative. They clearly care about public perception, and are trying to take steps in the right direction.
--Alison Loomis
Organizer, Blue Vision Summit 09 www.bluefront.org/bluevision
Chapter Leader, Net Impact--San Francisco
www.netimpactsf.org
Fresh & Easy Green???????
Fresh and Easy packages virtually everything in plastic. Plastic for veggies, meat, and granola? Green? How much local produce do they purchase? Holy canolli! Trader Joes is the same! Plastic Plastic Plastic single servings wrapped in Plastic. I'm sorry....imported foods wrapped in plastic is not my definition of green! Whole foods bulk food isle rates very high in my book..their use of solar another huge plus. Trader Joes and Fresh and Easy...not even in the running!
Just goes to show you what a great job of PR can do for a business. And whats up with Trader Joes plastic insulated bags instead of natural, biodegradable fibers replacing thin plastic with thick plastic is not green...
Yes, Communication Is Critical
The assessments of this research seem to be right on, and it's a welcome addition to knowledge about consumer awareness of green and sustainable. Particularly notable is the recognition of the role credible communications plays. The greenest companies don't just say they're green, they back it up their claims with facts (about their sustainability initiatives as well as products) and educate consumers.
There's still considerable skepticism about greenwashing, lack of awareness of choices, and confusion over what's really green; communications is a key tool in winning over these market segments.
--Carolyn McMaster, Thinkshift Communications
http://thinkshiftcom.com