How Green Product Claims Affect Purchase Intent and Brand Perception

November 18, 2014
2:00-3:00pm ET

Lee Ann Head
Lee Ann Head
VP Research and Insight
Shelton Group

Mark Rossolo
Mark Rossolo
Global Director of Public Affairs
UL Environment
John Davies
John Davies
Vice President & Senior Analyst
GreenBiz Group

Great sustainable product stories, told well, can generate enormous benefits. That’s why leading global brands have made sustainable products and processes — and the effective communication of their efforts — a high priority.

But telling a sustainability story is rife with risks. Making unsubstantiated claims can damage your brand’s reputation and strain customer loyalty. On the other hand, communicating your sustainability efforts in a credible and compelling way can influence consumer purchase intent and brand perception.

How do you tell your product story effectively? That’s what UL Environment set out to uncover with a study, conducted by Shelton Group, that polled more than 1,000 consumers and conducted more than 40,000 head-to-head green product claim comparisons.

In this hour-long webcast, you’ll hear the key findings from that study and hear a discussion about how to leverage this information to enhance your company’s sustainability story to drive greater brand value.

Among the things you’ll learn:

  • What consumers want to know related to green product claims
  • The impact of green product claims on purchase intent
  • How consumers view claims that are vague or misleading


Sponsored by:

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Register below to attend the webcast and receive the recording when it concludes.

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