DoubleClick Performics, the performance marketing division of DoubleClick Inc., announced the results of a survey gauging online consumer behavior and attitudes regarding “green” marketing.
In the survey of 1,087 adults, consumers indicated the most attractive type of environmentally-conscious marketing is that which focuses on such “specific user benefits” as saving money on bills or longer product lifespan. Consumers, when choosing between two similar products, prefer environmentally friendly products; 83 percent indicated they are extremely or very likely to choose the environmentally friendly option.
Additional data from the DoubleClick Performics’ “Green Marketing Study” revealed factors reported by consumers to influence their attitudes toward online buying:
--Of all online advertising sources, search engine results pages had the highest influence, with 32 percent of consumers reporting their impact on the purchase decision.
--Most consumers (65 percent) provide feedback about an online purchase at least some of the time.
--Approximately three fourths of those who make online purchases say a recommendation from a friend, family member or co-worker is valuable when purchasing online.
--Respondents ages 18 to 34 find recommendations to be particularly valuable compared to older respondents.
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