Most (94%) American Homeowners Want Universal
Standards for Proving Claims of Being `Green'

New York, NY - According to a survey by Ipsos Public Affairs conducted on behalf of Icynene, 94% per cent of American homeowners `agree' (44% completely/ 50% somewhat) that they would like to see universal standards for proving or showing the environmental claims made by home building products that consider themselves green. This is compared to just 6% who `disagree' (2% strongly/4% somewhat) that they'd like to see this.

In fact, just 8% say that `if a product claims to be greener' than the next, they `generally accept it as true'. For most others, they like to see `a list of benefits with an explanation of how they'll help the environment' (40%) or `third-party proof that the product's environmental claims have been tested' (30%). One in ten (9%) just need to `see a logo that the product is endorsed/approved by a non-profit environmental group or by the government'. Still, 13% say that `no amount of detail of proof will convince' them, unless they've used the product themselves.

Thinking about the purchasing of products and building materials, 77% say how green a product is a factor in their decision, but just 7% say that it is the single most important factor in their decision. For 23%, it has absolutely no impact on their purchase decision. Here are some ways where American homeowners appear to be affected by environmental concerns:

• Seven in ten (69%) homeowners `agree' (15% completely/54% somewhat) they would buy a competing product from a company they believe to be more green. Three in ten (31%) `disagree' (9% completely/22% somewhat).
• More then six in ten (64%) homeowners `agree' (15% completely/49% somewhat) that they would always consider buying from a green company first. Three in ten (36%) `disagree' (10% completely/26% somewhat).
• Four in ten (43%) homeowners `agree' (8% completely/35% somewhat) that they'd recommend to someone else not to buy products from a non-green company. Six in ten (57%) homeowners however, `disagree' (20% completely/37% somewhat).
• One third (36%) `agree' (7% completely/28% somewhat) that they would not buy products from a company they consider not to be green. Still, a majority `disagrees' (64%- 21% completely/43% somewhat).

Proof of Being Green...

The results of the survey suggest that Americans desire proof that products that claim to be green are truly green, and not just use clever marketing or packaging techniques:

• Eight in ten homeowners (81%) indicate that they'd be `convinced' (23% very/58% somewhat) that a product was truly green if the product and its package were made from renewable resources. Just two in ten (19%) would not be `convinced' (6% not at all/14% not very).
• Three-quarters of homeowners suggest (75%) they'd be `convinced' (19% very/56% somewhat) that a product was truly green if they knew it was climate-friendly and did not produce any greenhouse gases. Only one quarter (25%) would not be convinced' (7% not at all/17% not very).
• Four in ten (42%) homeowners agree that if `eco' or `green' was in the product name it would convince (8% very/33% somewhat) them that a product was truly green, while a similar propportion (41%) say they'd be `convinced' (8% very/33% somewhat) if the product had `green' packaging or labels.

These are the findings of an Ipsos Public Affairs poll conducted in July, 2008. This online survey of 1000 American home owners was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results of these polls are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual American population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. Statistical margins of error are not applicable to online polls because they are based on samples drawn from opt-in online panels, not on random samples that mirror the population within a statistical probability ratio. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. However, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points , 19 times out of 20, had the entire adult population of homeowners in America been polled.

For more information on this news release, please contact: Sean Simpson Research Manager Ipsos Reid Public Affairs (416) 572-4474 sean.simpson@ipsos.com

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