Whole Foods ranked as top green brand by consumers

According to a survey of consumer perceptions, four of the nation’s top 10 greenest brands are Whole Foods Market, which was ranked first, with a reputation score of 77.5; Johnson & Johnson (67.5); Kimberly-Clark (65.8); and Procter & Gamble (65.7). The 2012 ImagePower Green Brands Survey, conducted by Landor Associates and Penn Schoen Berland (PSB), measures consumer perceptions of green brands and corporate environmental sustainability practices. The results of this year’s survey also make up the 2012 Newsweek Green Brands Ranking’s reputation score and uncover four brand segments:

• Unsung Heroes: Brands with strong green practices, but little public awareness
• Free Passers: Brands with limited green practices, but strong brand halos that drive their green reputation
• Losers: Brands with limited green practices that are publicly recognized for these limitations
• Winners: Brands with strong green practices that are publicly acknowledged

The survey was conducted as an online poll of 8,743 Americans 18 and older. The data was weighted to ensure a representative sample of the U.S. population. The study has an overall margin of error of +/-1.05%. Each respondent was randomly assigned a selection of 13 to 15 major brands with which they were familiar on questions pertaining to qualities of the brand and its green behavior. Data were collected about the largest 215 U.S. consumer-facing brands and 36 major foreign consumer brands. The reputation score was calculated based on these responses.