Under the Lens: Claiming Green

We asked 1,017 consumers about perceptions of green claims, testing certain claims head-to-head, gauging how they affect purchase behavior and brand perception. We discovered which claims added the most perceived value, which boosted consumers’ perception of the brand, and which were the most risky and spelled potential trouble for a company’s reputation. In other words, we tested what truly matters when it comes to making effective green claims in today’s marketplace. Here’s what we found.