• Adweek, Tuesday, October 12, 2010 10:51 AM

Speaking of the government, Mark Dolliver tells us that while it's all well and good for the Federal Trade Commission to tell marketers how to avoid misleading claims about their greenness, the feds might consider issuing rules to consumers requiring them to give a hoot in the first place.

Turns out, according to two surveys, that we don't go out of our way to buy environmentally friendly goods -- particularly if we believe they cost more than environmentally unfriendly or, presumably, indifferent, products. We care, sure, but the data tell us our concern is tempered by our parsimony.

Some of this may be based on false perceptions, says M.J. Jolda, svp of marketing for Marcal Small Steps, whose recycled bath tissue, paper towels, napkins and facial tissue often sell for less than traditional products.

"There are green products that don't necessarily cost more, and we are living proof, in a big category," Jolda says. "Still, our survey confirms that consumers have been conditioned to believe that if it's better for the environment, it must be worse for their wallet."

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