April 1, 2008 - Internet buzz around sustainability jumped 50% in 2007, according to a new survey from Nielsen Online. A key topic of conversation? Naming - and shaming - companies suspected of misrepresenting their environmental impact with aggressive public relations campaigns.

“When it comes to the environment, consumers are insisting on both transparency and consistency from the corporations they patronize,” says report author Jessica Hogue. “Consumer support depends on action as well as perceived sincerity and commitment.”

Unsurprisingly, a company's reputation can have a major impact on how consumers perceive its environmental efforts. For example, while Wal-Mart and Target both introduced reusable shopping bags, some consumers voiced skepticism towards Wal-Mart because of its association with environmental, labor, and health care issues. While consumers were generally supportive of Wal-Mart’s reusable bags, some were still dubious of the retailer’s intent.

The top five themes bloggers focus on in calling a company's green bluff are:

1. Contradictory Actions (25%)
2. Incongruous with Company/Industry (21%)
3. False/Misleading Comments (19%)
4. Seek Regulated Oversight (18%)
5. General Suspicion (17%)
   

The report calls greenwashing a "failed corporate strategy."