The role of qualifying language on consumer perceptions of environmental claims

A copy-test of seven environmental claims on aerosol packages shows that co nsumers interpret general, unqualified claims (e,g,, environmentally friend ly or ozone friendly) as meaning the product is safe for the environment in both an absolute (safe) and a relative (safer) sense. These perceptions of environmental safety are enhanced by specific qualifiers for general claim s such as No CFCs and general qualifiers for specific claims, In addition, the results show that almost all specific environmental claims improve cons umers' perceptions of the aerosol product relative to general claims for en vironmental benefits of the product, Implications for marketing and public policy professionals are presented.