In yesterday’s Daily Dose (Ethics of Eating), we reviewed a survey by Context Marketing that showed a dramatic change in the amount of money consumers are willing to spend on “ethical” food—food that protects the environment, meets high quality and safety standards, and treats farm animals humanely.

But if it costs consumers more money to purchase these products, is it negatively impacting the bottom line for the businesses producing them?

Yesterday, SCA Tissue North America’s Tork brand released the results of a survey of 1,071 men and women aged 18 and up, business decisionmakers who own or manage a business or make purchasing decisions, that showed 88% of US businesses choose to purchase green products because they actually care about the environment.

That’s not to say that these decisionmakers are entirely replacing business sense to run barefoot through the grass and find a tree to hug.

According to the survey, loving the earth is also appealing to businesses because for 82%, it’s made no negative impact to their bottom line. And in some cases, their bottom line has actually increased.

“These findings show a shift from personal responsibility to business responsibility where the environment is concerned,” said Mike Kapalko, SCA Tissue’s sustainability marketing manager. “Business decision-makers are proving now more than ever that it’s possible to make a positive difference in the environment while maintaining a successful, profitable business.”

But just as with businesses’ claims to produce “ethical” products, consumers have grown wary of a marketplace ripe with an abundance of companies touting eco-friendly practices. In fact, 63% of respondents believe the “green” messages they see on packages are often exaggerated.

Behind the scenes, approximately 46% of the decisionmakers surveyed said that although it would be beneficial for their companies to be green certified, questions regarding which certification would be best and the steps to take to become certified made the tasks seem too daunting. In addition, 31% were unsure how to validate a green certification claim if they had one.

In response, David Gottfried, Tork Green Hygeine Council member, managing director of Regenerative Ventures, and founder and first staff president of the US Green Building Council, had this to say: “There is no shortage of ‘green’ certifications available to businesses. Start simple and utilize the Energy Star certification, which allows business owners to set basic goals and track savings.

“Additionally, LEED certification is the best standard for measuring building sustainability,” he continued, “and the best way for you to demonstrate that your buildings are truly eco-friendly and making a positive impact on the environment.”

Other survey findings include:

• 62% of businesses that promote their green practices do so through their corporation’s Web site
• 83% of decisionmakers polled always or sometimes think of the environment before making purchases
• 75% of those working for companies with 501 to 1,000 employees are in favor of green certification