Marketers walk a Fine Line with Environmental Claims.

Marketers hawking green products must be careful not to be misunderstood, according to the “Green Gap Trend Tracker” from strategy and communications agency Cone. Consumers like the green claim, but confusion over vague terms and a lack of standardization can lead to frustration and anger.

Fully seven in 10 web users told Cone they consider the effect their purchases will have on the environment at least sometimes, up 4 percentage points since two years earlier. But they have a different view of that impact than marketers.

More than two-fifths of respondents said claims of “green” or “environmentally friendly” made them think the item actually had a positive effect on the environment. Another 25% said they thought the item had less of an impact on the environment than similar products. Since 2008, web users were more likely to believe the latter, but a plurality of respondents still have unrealistic assumptions about many green products.

Most consumers want more information from companies than such general claims. Just 11% said it was acceptable to make vague statement like “green” in their marketing.

Instead, they want very specific information: 79% want a full outline of environmental effects on product packaging, and 75% would like companies to teach them more about the terms they use, like “all natural.”

Marketers would do well to take such consumer education seriously. If consumers feel they have been misled—even when marketers don’t consider they’ve been misleading—71% say they will stop buying the product, and 37% would stop buying anything else from the brand.

For more information at http://www.eMarketer.com.