• Ad Age, Wednesday, April 16, 2008 10:45 AM

While consumers have better-than-average recall of "green advertising," they aren't buying into at the same rate, according to a study by Burst Media. The company surveyed about 6,000 people 18 and over about their perception of environmental marketing, and while almost three-quarters recall seeing green ads upon occasion, more than 20% don't ever believe them and two-thirds only believe them "sometimes."

Still, there is some appreciation of the efforts among the core group of 5% of people who identify themselves as "completely green" consumers, with better than 40% of that subset saying that advertisers are doing a good job at providing information on green claims.

"The deeply passionate green audience is rooting for the brand marketers to get with the green thing," says Jarvis Coffin, president and CEO of Burst. "That's true of advertising in general."

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