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Mintel Finds Consumers Confused By Sustainable Labeling, Can’t Recall Or Explain Terms

October 21, 2010: 09:58 PM EST

While consumers continue to buy more sustainably-labeled groceries, Mintel finds that many do not know what various green terms mean, if they can even recall seeing them.  Of the 84% of consumer that regularly purchases green/sustainable products, only 40% claim to have heard claims about solar or wind energy usage and 32% say they have never heard a claim of reduced carbon footprint/emissions. Mintel finds instead that consumers buy sustainable foods and drinks because they believe they are superior in quality (45%) or because they are concerned about the environment or human welfare (42%). 

"Sustainable food and drink lovers attracted by perceived superior quality", Mintel, October 21, 2010, © Mintel
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