Consumers Are Confused, Skeptical About Green Products

New results released today from a national survey, one of four annual surveys conducted by the Shelton Group, show most Americans are trying to buy more green products, but many don’t have enough knowledge to make meaningful choices.

When asked, "Which is the best product description to read on a label?"Americans chose “natural” over “organic.”

• "100% natural"-- 31 percent
• "All natural ingredients"-- 25 percent
• "100% organic"-- 14 percent
• "Certified organic ingredients"-- 12 percent

“Many consumers do not understand green terminology,” said Suzanne Shelton, whose firm, the Shelton Group, conducted the national survey. “They prefer the word ‘natural’ over the term ‘organic,’ thinking organic is more of an unregulated marketing buzzword that means the product is more expensive. In reality, the opposite is true: ‘Natural’ is the unregulated word. Organic foods must meet government standards to be certified as such.”

The survey found most Americans (60 percent) are looking for greener products.