Americans are growing increasingly skeptical of corporate “greenwashing.” A March 2013 Harris Poll of 2,276 adults found almost 60 percent of respondents believe that labeling food or other products as organic is just an excuse to charge more.
“What surprised us most was that while Americans are showing more concern for the environment, they aren’t necessarily willing to pay more to do anything about it,” said Mike de Vere, President of the Harris Poll. “While Americans feel better about the economy, many are wary of the ‘greenwashing’ concept that gives companies a chance to cash in on consumers who want to help the planet but are confused by all the eco-friendly jargon.”
According to the Harris Poll, eight in 10 Americans (80 percent) say they will seek out green products, but only three in 10 (30 percent) are willing to pay extra for them. Sixty percent of respondents say they prefer to use environmentally-friendly cleaning supplies because of the chemicals contained in traditional cleaning products.