8 September 2008
Mobium Group

Despite new research showing more Australian consumers believe their buying choices can have a positive impact on the environment, almost nine in ten are sceptical about the health and environmental claims companies make about their products and services.

The findings by Mobium Group, a Melbourne-based consumer research company, reveal the number of consumers who want to "do the right thing" by the environment through their purchasing choices has risen by almost one-third since last year, from 62 per cent to 82 per cent.

But the number of Australians who doubt "green" claims has increased significantly over the same period, with 88 per cent of consumers saying they are dubious about "eco", "green" and "environmentally friendly" assertions companies make.

The research forms part of Mobium Group’s second annual consumer trends report, Living LOHAS 2.

Market Growth
Despite the high level of consumer cynicism about the believability of "green" claims, Mobium Group’s second consumer trends report shows demand for environmentally friendly products and services has exploded, growing 25 per cent in the past year.

Mobium Group Director Andrew Baker says, "More Australians than ever are making consumption choices that take into account environmental considerations.

"More than four million Australian adults now spend 15 billion dollars annually on sustainable and healthier products and services."