"Indeed, it seems that many marketers have simply assumed that if everyone says they are proenvironmental, they will surely be persuaded by any proenvironmental claim, no matter how vague, misleading, or specious. ... In fact, the research indicates that those who recycle and buy green are typically very knowledgeable, hold strong attitudes, are good consumers, and do not blindly succumb to advertising messages, although they do pay attention to them." (Quoted from paper)