Brands Matter for Green Products
Posted on 29. Jul, 2010 by admin in Green Business
I suppose the headline of this post is a bit of a, “duh.” We all know brands matter … that’s why we spend so much money building and defending them.
In all the discussions and theories, though, around why consumers choose green products, there’s little discussion of brand. And our soon-to-be-published Green Living Pulse study reveals that there is, in fact, a big correlation. There’s also a triumph of brand over initial gut-reaction.
Here’s the story:
We preceded our Green Living Pulse study with focus groups and, knowing from our Eco Pulse study that advertising and packaging are the primary source of information for consumers about what’s green and what’s not, we tested several TV commercials for green products and packages as well. In particular, the ad we showed for Clorox GreenWorks elicited several negative comments. Not about the product – about the brand name. If I were to show you a movie of clips from these focus groups, you’d hear the following:
“It’s Clorox – how could it be green?…I would have found it more believable if they hadn’t used the Clorox name…When I think of Clorox I think of bleach! Something I have to wear gloves to use can’t be green?”
Read more: http://www.greenbiz.com/blog/2010/07/23/brands-matter-green-products#ixzz0v6HWrYBN
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