Nov. 8, 2007 Marketers seeking to connect with green consumers better put their money where their mouth is, according to a new survey from branding firm BBMG.

The "BBMG Conscious Consumer Report" finds that companies' green claims are subject to more scrutiny than ever from self-described "conscious consumers." Increasingly, these consumers are demanding transparency and accountability on corporate environmental and social impact.

"In a world of green clutter, conscious consumers expect companies to do more than make eco-friendly claims," says Raphael Bemporad, founding partner of BBMG. "Avoiding the 'green trap' means authentically backing your words with socially responsible actions."

The survey identified five core values that drive the conscious consumer: health and safety, honesty, convenience, relationships, and doing good. Respondents rated price and quality as most important when choosing a product, but said social attributes like ethical sourcing, energy efficiency, health benefits were slightly more important than convenience.

"Americans are increasingly guided by a series of core values that directly shape their purchasing behavior," said David Lubensky, founder of Bagatto. "While consumers continue to prioritize personal and practical concerns like health, safety, price and quality, they are also looking to make a difference in the world."

Other survey findings suggest that marketers would do well to go beyond the "green" label. While most American consumers self-identify as "conscious," "socially responsible," or "environmentally friendly," fewer respondents describe themselves as "green," which is seen as more exclusive.

According to the survey, Whole Foods Market (22%) is seen as the most socially responsible company, followed by Newman's Own (19%), Wal-Mart (18%), and Burt's Bees (17%). General Electric, Johnson & Johnson and Ben & Jerrys tied for fourth place (16%).