Clarity vs. trustworthiness of business green claims Australia 2023
While several businesses across Australia label their products and services as sustainable using various, often vague or unclear, terms, consumer trust in these green claims is fragmented, with 'Green' the least trusted claim among Australian consumers at only 10 percent of respondents, according to a March 2023 survey. 'Recyclable', on the other hand, was the most trusted green claim, with just over 60 percent of those surveyed finding the term reliable.
