The GfK MRI Survey of the American Consumer™

A total of 65 percent of American adults agree with the statement "preserving the environment is very important," according to the Survey of the American Consumer released by GfK MRI.

Consumers Skeptical of Environmental Claims

Americans are interested in the facts about a product's environmental claims but have little faith. They are however swayed by certain eco-labels. These findings have important implications for the marketing of sustainability efforts.