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Stop on Green: Consumers Overloaded With Green Information?

Shoppers have made it clear that they want to go green, and companies have been more than happy to oblige them with everything from hybrid cars to biodegradable trash bags. It's been a profitable relationship. But there's a problem. Although consumers may not admit it, they're overwhelmed. Along with retailers and manufacturers, they took to the green movement with gusto, and now it appears many of

Shoppers have made it clear that they want to go green, and companies have been more than happy to oblige them with everything from hybrid cars to biodegradable trash bags. It's been a profitable relationship.

But there's a problem.

Although consumers may not admit it, they're overwhelmed. Along with retailers and manufacturers, they took to the green movement with gusto, and now it appears many of them are confused by all the resulting information, products and marketing pitches. According to a study by the Shelton Group, a Knoxville, Tenn.-based advertising agency, 49% of consumers say a company's environmental record impacts their purchasing decisions, but only 6% could name a product they recently bought that demonstrated this. Because of disconnects like this, consumers were between 22% and 55% less likely to buy green products in 2007 than in 2006.

“Consumers have intentions of doing green things, but then they get locked up by not knowing who to trust and not knowing enough,” said Suzanne Shelton, president of the Shelton Group.

In addition to people getting too much information, sifting through conflicting information is also a challenge, said Shelton. Local or organic? Natural or all-natural? Both sides will tell consumers they're the right choice, but in the end that might mean no choice is made at all.

In extreme cases, consumers have ignored or given up on green living altogether. A recent report by Mintel categorizes 10% of the population as “Never Greens.”

Nonprofits like The Natural Resources Defense Council have tried to simplify things. Last year the organization released a campaign called “Simple Steps,” which breaks down how-to advice according to a person's commitment level. The Nature Conservancy, meanwhile, provides a carbon footprint calculator on its website.

“The main message that we want to give consumers is that every little step counts, and if you take them one at a time they really do add up to make a big difference,” said Elizabeth Ward, The Nature Conservancy's director of marketing communications.

Shelton's advice for supermarket retailers is to keep the message focused and simple. Renewable energy, recycling and waste control are three topics that consumers can wrap their brains around, she said.