Poll: Majority of UK shoppers would boycott brands that greenwash

Cecilia Keating
clock • 2 min read
Poll: Majority of UK shoppers would boycott brands that greenwash

KPMG polling reveals high levels of concern among consumers over 'misleading' green claims

More than half of British consumers claim they would stop buying from a company that was found to have misled customers over its sustainability claims, a poll has revealed. The research, published by...

To continue reading this article...

Join BusinessGreen

In just a few clicks you can start your free BusinessGreen Lite membership for 12 months, providing you access to:

  • Three complimentary articles per month covering the latest real-time news, analysis, and opinion from Europe’s leading source of information on the Green economy and business
  • Receive important and breaking news stories via our daily news alert
  • Our weekly newsletter with the best of the week’s green business news and analysis

Join now

 

Already a BusinessGreen member?

Login

More on Marketing

Study: Health-focused messages twice as effective at encouraging public climate action

Study: Health-focused messages twice as effective at encouraging public climate action

New research finds evidence of climate impacts on health increases public support for decarbonisation

clock 01 May 2026 • 4 min read
Sustainability claims: How businesses can navigate 'greenwashing' clampdowns

Sustainability claims: How businesses can navigate 'greenwashing' clampdowns

With environmental claims firmly under the microscope, Michelle Carvill from the Chartered Institute of Marketing offers six tips for firms to avoid falling foul of 'greenwashing' rules

Michelle Carvill, Chartered Institute of Marketing
clock 29 April 2026 • 4 min read
'Pivotal moment': Plant based food market hits €16.3bn in Europe

'Pivotal moment': Plant based food market hits €16.3bn in Europe

New analysis suggests the plant-based food market is growing, but products must move beyond niche positioning if they are to realise their full potential

clock 14 April 2026 • 4 min read