Consumer recall of advertising with “green” messaging is high:

• 37.1% of consumers say they frequently recall green messaging
• 33.1% say they recall it occasionally

Consumers do not automatically accept green claims made in advertisements:

• 22.7% say they “usually” or ”always” believe green claims made in ads
• 65.3%  state they “sometimes” believe green claims
• 12.1% say they “never” believe green advertising claims

Consumers want to be able to investigate green claims and many do:

• 41.6% of consumers frequently or occasionally research the claims made in green advertisements.

Businesses need to do a better job of supporting their claims of "green" products and services -- many respondents find corporate information lacking:

• 41.6% rate corporate information as average
• 20.8% rate the information as fair
• 17.2% rate it poor