Q01
Message
All templatesSustainability & Impact
Consumer Trust in Green Claims & Evidence Preferences
Measures consumer credibility perceptions of environmental claims, preferred evidence types, and greenwashing experiences to inform sustainability messaging strategy.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
20 questions · ~9 min
Q02
Multiple Choice
In the past 3 months, have you noticed any environmental or green claims on products while shopping or browsing online?
- Yes
- No
- Not sure
Q03
Opinion Scale
When you see a green or environmental claim on a product, how often do you look for proof or evidence to support that claim?
Scale: 1 – 5
Min:NeverMax:Always
Q04
Opinion Scale
How credible does the term "eco-friendly" seem to you when used on a product?
Scale: 1 – 7
Min:Not at all credibleMax:Extremely credible
Q05
Opinion Scale
How credible does the term "carbon neutral" seem to you when used on a product?
Scale: 1 – 7
Min:Not at all credibleMax:Extremely credible
Q06
Opinion Scale
How credible does the term "sustainably sourced" seem to you when used on a product?
Scale: 1 – 7
Min:Not at all credibleMax:Extremely credible
Q07
Opinion Scale
How credible does the term "100% recyclable" seem to you when used on a product?
Scale: 1 – 7
Min:Not at all credibleMax:Extremely credible
Q08
Opinion Scale
How credible does the term "natural" seem to you when used on a product?
Scale: 1 – 7
Min:Not at all credibleMax:Extremely credible
Q09
Multiple Choice
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
Q10
Long Text
Briefly describe what made the claim feel misleading.
Q11
Ranking
Rank the following types of evidence from most convincing (top) to least convincing (bottom) when evaluating a green claim.
- Independent certification logo (e.g., Fair Trade, B Corp)
- Summary of the product's total environmental impact
- Verified pollution or carbon footprint data
- QR code linking to detailed methodology
- Real-world case studies or usage examples
- The brand's own explanation of the claim
Drag to rank
Q12
Dropdown
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
Q13
Ranking
When choosing a product that includes a green claim, rank the following factors from most important (top) to least important (bottom).
- Price
- Product performance or quality
- Brand trust
- Independent proof of the claim
- Personal values or ethics
- Availability or convenience
Drag to rank
Q14
AI Interview
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.
Q15
Long Text
Based on your responses in this survey, do you have any suggestions for how brands should present green claims and supporting evidence?
Q16
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q17
Multiple Choice
What is your gender?
- Woman
- Man
- Non-binary
- Another identity
- Prefer not to say
Q18
Dropdown
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
Q19
Dropdown
Which region do you currently live in?
- Africa
- Asia
- Europe
- Latin America & Caribbean
- Middle East
- North America
- Oceania
- Prefer not to say
Q20
Message
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!
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Includes credibility ratings for five specific common green-claim terms (eco-friendly, carbon neutral, sustainably sourced, 100% recyclable, natural), not just generic messaging reactions
- Captures real greenwashing experiences with a follow-up open-text question on what specifically felt misleading
- Uses ranking questions to surface which evidence types and purchase factors actually drive trust, plus a dropdown on preferred proof format
- Adds an AI follow-up interview to probe deeper into respondents' views on green claims, something a static form can't do
SurveyMonkey
Messaging/claims Testing Survey TemplateThis is a general-purpose template for testing marketing messages and claims, not specific to environmental or green claims. It's a ready-to-field static survey backed by SurveyMonkey's broad distribution and analytics tools, but it doesn't address greenwashing perceptions or evidence-type preferences directly. Teams would need to heavily customize it to match the depth of a green-claims-specific study.
What it does well
- Ready-to-field template usable immediately without custom build-out
- Backed by SurveyMonkey's established survey distribution and panel infrastructure
- Applicable to a wide range of message/claims testing use cases beyond sustainability
Where it falls short
- No adaptive AI follow-up probing — respondents can't be asked deeper questions based on their specific answers
- Not tailored to green/environmental claims, greenwashing experiences, or evidence-type ranking
- No transparent, publishable methodology for how questions or follow-ups are generated
Frequently asked questions
What questions are in the “Consumer Trust in Green Claims & Evidence Preferences” template?
The template includes 20 ready-to-use questions, starting with: “Welcome! This survey explores how people perceive and evaluate environmental claims on products and services. It should…” · “In the past 3 months, have you noticed any environmental or green claims on products while shopping or browsing online?” · “When you see a green or environmental claim on a product, how often do you look for proof or evidence to support that cl…”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 20 questions in about 9 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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