B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
45%
45% -- greenwashing term awareness rate for UK consumers (2023)
In a 2023 KPMG survey, 45% of UK consumers had heard of the term 'greenwashing'.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
45%
Unit
Percentage
Data Vintage
2023
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
KPMG
Primary
Tier B
https://bionic.co.uk/business-energy/guides/what-is-greenwashing/ ↗
Source Article
What is greenwashing and how can my business avoid it?
What is greenwashing and how can my business avoid it?
From “eco‑friendly” to “carbon neutral”, it can feel like every product or service now comes with a green label. But not all of those claims are accurate or fair. When a business exaggerates or misleads people about how environmentally friendly …
Original Research
KPMG
· Original study ↗
Methodology
2023 KPMG consumer survey; sample size not stated in article
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2023 (current) | 45% | |
| 2026-03 | 59% | +31.1% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
UK consumers: 45% greenwashing term awareness rate. Source: KPMG (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/uk-consumers-heard-of-greenwashing-2023
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<blockquote cite="https://lighthousedata.io/data/uk-consumers-heard-of-greenwashing-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>45%</strong> -- greenwashing term awareness rate for UK consumers<br><small>Source: KPMG (2023) · <a href="https://lighthousedata.io/data/uk-consumers-heard-of-greenwashing-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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