POPULARITY OF ENVIRONMENTALLY-FRIENDLY ADS GROWING
By Adnews Staff
The number of consumers buying environmentally-friendly products is growing, and companies that promote their commitment to the environment will achieve brand recognition and will improve their corporate image, according to a study done by Dentsu Inc. of Tokyo. Consumers are ready to spend a little bit more for a product if it is environmentally-friendly. They also see those products as having a higher quality than similar products on the market. Dentsu has been conducting surveys on consumer awareness of environmental issues since 1991 to find out what form its environmentally-oriented communication should take. The latest survey was done last October. It found that the environment has become an everyday theme in advertising. Firms that conduct environmentally-friendly advertising are judged as being socially responsible. Consumers what to hear about the advertisers commitments to conservation and offer more information on recycling. In addition, the number of consumers who feel environmentally-aware advertising is hypocritical has dropped over the years.