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Do Green Buzzwords Work on Consumers?

from GreenBiz

As part of this year’s Eco Pulse survey, the Shelton Group decided to take the American pulse when it comes to green buzzwords, to find out whether they really have mainstream appeal, whether consumers really get what they mean, and whether some of them actually turn consumers off. Among other responses, they found you may turn customers off completely by using jargon, even if they want what you’re selling. “Low-VOC,” for example, was a real stinker in terms of consumer desirability — a majority actually gave it a negative rating — but when they asked respondents how they felt about indoor air quality, they got a completely different picture. more


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