Consumer Trust in Green Claims & Evidence Preferences

Welcome! This survey explores how people perceive and evaluate environmental claims on products and services. It should take approximately 7–8 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are anonymous and will be reported only in aggregate. By continuing, you agree to participate in this research.

In the past 3 months, have you noticed any environmental or green claims on products while shopping or browsing online?

• Yes
• No
• Not sure

How credible does the term "eco-friendly" seem to you when used on a product?

In the past 12 months, have you felt misled by a green or environmental claim made by a brand or product?

• Yes
• No
• Not sure

Rank the following types of evidence from most convincing (top) to least convincing (bottom) when evaluating a green claim.

1. Independent certification logo (e.g., Fair Trade, B Corp)
2. Summary of the product's total environmental impact
3. Verified pollution or carbon footprint data
4. QR code linking to detailed methodology
5. Real-world case studies or usage examples
6. The brand's own explanation of the claim

When choosing a product that includes a green claim, rank the following factors from most important (top) to least important (bottom).

1. Price
2. Product performance or quality
3. Brand trust
4. Independent proof of the claim
5. Personal values or ethics
6. Availability or convenience

We'd like to explore your views on green claims a bit further. An AI moderator will ask you a couple of follow-up questions based on your earlier responses.

Based on your responses in this survey, do you have any suggestions for how brands should present green claims and supporting evidence?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for completing this survey. Your responses will help us better understand how consumers evaluate environmental claims and what evidence builds genuine trust. Your feedback is greatly appreciated!

When you see a green or environmental claim on a product, how often do you look for proof or evidence to support that claim?

How credible does the term "carbon neutral" seem to you when used on a product?

Briefly describe what made the claim feel misleading.

How would you most prefer to access proof for a green claim when deciding whether to buy a product?

• On-pack brief summary
• QR code linking to a detailed page
• Link on the online product page
• In-store signage or shelf tag
• Customer service on request
• I don't need additional information

What is your gender?

• Woman
• Man
• Non-binary
• Another identity
• Prefer not to say

How credible does the term "sustainably sourced" seem to you when used on a product?

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college, no degree
• Associate degree
• Bachelor's degree
• Master's degree
• Doctorate or professional degree
• Prefer not to say

How credible does the term "100% recyclable" seem to you when used on a product?

Which region do you currently live in?

• Africa
• Asia
• Europe
• Latin America & Caribbean
• Middle East
• North America
• Oceania
• Prefer not to say

How credible does the term "natural" seem to you when used on a product?