New study says US homeowners want universal standards for "green" claims

Ninety-four percent of US homeowners would like to see universal standards for green products and only 8 percent usually accept unsubstantiated green product claims to be true, according to a survey by US-based research company Ipsos Public Affairs, for Icynene.

The survey found that, while 77 percent of homeowners consider the green merits of products when making purchase decisions, only seven percent look at green or environmental qualities alone. The findings suggest that a company's environmental track record might mean more to homeowners than green product qualities when choosing and recommending products:

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