Kiwis more trusting

26 March 2012

Kiwis more trusting

Results released from a Colmar Brunton survey show that when making a purchase, the majority of Kiwis place trust in our country’s eco-label, Environmental Choice New Zealand. This contrasts with the international scepticism about “green labelling” - the latest Readers’ Digest Trusted Brands Survey shows 75% of European consumers do not believe brands that are claiming to be environmentally friendly.

The Colmar Brunton survey also found that Environmental Choice had a similar rating here to the high profile American-originated Energy Star brand for being the “strongest environmental guarantee”. The Environmental Choice logo is a major influence in the way we purchase, and positively influences consumers. In a representative sample of over a thousand people, around two-thirds (62%) of those who had heard of the Environmental Choice New Zealand logo said they would be more likely to choose a brand that carried the logo. This is a powerful incentive for companies to consider submitting products for assessment, says Environmental Choice general manager Robin Taylor.

Owned by the government, but operated at arm’s length by an independent trust, the Environmental Choice seal can be found on some 2500 products or services that are proven environmentally preferable. He believes the high New Zealand trust level comes from the government’s backing of the label, and also its consistent strength over two decades. The New Zealand label was named in a UK government study in 2008 as among the world top three environmental labels for the strength of its assessment standards. It is industry driven and presently receives no government finance.

“We are delighted to be named in the survey as the most influential, multiple-criteria environmental brand in the country,” says Robin Taylor. “Kiwis clearly know they can trust the planet-and-tick symbol.”

ENDS

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