How Reliable Are Eco-Friendly Product Reviews?


Navigating the online marketplace for genuine “green” products can feel like a maze, with fake goods and misleading reviews at every turn. At, we’re aware of this challenge and pride ourselves on authentic product reviews. That’s why we decided to further investigate and shine a light on the issue.

With the help of, we scrutinized over a million reviews of top-selling water filters and eco-friendly products on Amazon. We also surveyed 1,000 consumers to learn how online reviews affect their purchasing decisions. Do they know how to spot the fakers among the real feedback? Let’s find out.

📌 Key Takeaways

  • Of the 1.1 million Amazon reviews for eco-friendly products analyzed, 29% were fake.
  • Eco-friendly clothing products have the most fake reviews on Amazon.
  • 1 in 3 Americans had a company offer them something in exchange for a positive review.
  • 71% of Americans look for at least a 4-star rating when buying eco-friendly products.
  • 1 in 20 Americans wrote fake online reviews in the past year, with Gen Z (13%) being the most likely to do so.
  • 56% of Americans know how to spot a fake online review, and nearly 2 in 3 have not purchased a product because they suspected the reviews were fake.

Eco-Friendly or Eco-Fraud?

To begin, we’ll uncover how prevalent fake eco-friendly reviews are on Amazon and which categories have the worst offenders.

fake-product-reviews-on-amazon infographic

Our meticulous analysis of 1.1 million reviews for eco-friendly products being sold on Amazon revealed that over a quarter (29%) were fake. Eco-friendly clothing was the least reliable product category, harboring the highest number (101,413) and percentage (39%) of fake reviews. Vitamins, minerals, and supplements were close behind at 36%, as were health and household products, with 32% of their reviews being untrustworthy.

Such deceit misguides the eco-conscious shopper and undermines the authentic efforts of genuinely sustainable brands. As the green wave continues to sweep across the market, it’s imperative to discern the genuine from the deceptive so that our dollars are casting the right vote for a sustainable future.

Filtered Reality

Shopping the online marketplace for an eco-friendly water filter can be overwhelming due to the multitude of choices and reviews. Next, we separate the clear streams of genuine reviews from the polluted waters of fake endorsements to identify who you can and can’t trust.

fake-water-filter-reviews-on-amazon infographic

When searching for cleaner water, many people shop on Amazon for filters, often relying on reviews to make an informed choice. Yet, our analysis uncovered a murky reality—of the 619,101 reviews analyzed, a startling 19% were found to be fake. The sector of shower water filter fixtures was the murkiest, with 48% of reviews discovered to be fake, followed by faucet mount filters and replacement water filters, each at 20%.

The flow of deceit ran through brand channels, too, with 22% of Brita’s 55,736 water filter reviews flagged as fake. But the most untrustworthy reviews were for AquaHomeGroup filters, which had an astounding 81% of reviews flagged as fake. As you shop the digital marketplace, keep these findings in mind and consider more reliable review sources to make a clear, well-informed decision for your water purification needs.

Green Consumer Behavior

As consumers steer toward greener choices and the convenience of online shopping, many turn to product reviews for guidance. Let’s see what they have to say about it.

consumers-reliance infographic

In this digital era, 93% of Americans read reviews before adding eco-friendly products to their cart. The most commonly purchased eco-friendly products were light bulbs (62%) and reusable shopping bags (53%), while beauty products were the least commonly purchased.

Although only 30% of Americans said reviews majorly steer their green purchases, a reassuring 4-star rating was important to 71% of respondents. A lack of stars next to a product was a deal-breaker for half of all shoppers, but especially for Gen Z — 72% of which shied away from items with a review section ghost town. Interestingly, though few Americans (only 6%) required a 5-star review to buy an eco-friendly product, 1 in 10 Gen Zers did.

Spotting the Fakes

Discerning genuine reviews from fake ones is sometimes tricky in the digital marketplace. The following tips from consumers could help you spot counterfeit reviews online.

identifying-fake-online-reviews infographic

In a world where online reviews significantly influence purchasing decisions, spotting a fake review is a crucial skill. That’s why it’s concerning that 1 in 3 Americans said a company has offered them something in exchange for a positive review, with Gen Z being the most likely to get an offer (40%). Also worrying — 1 in 20 Americans admitted to penning fake reviews in the past year, with Gen Zers (13%) being the most likely culprits.

Despite this, a good proportion of consumers were savvy to these deceptive practices: 56% claimed they knew how to spot a fake review. The youngest generation stood out again, with 62% of Gen Zers knowing how to read the signs of a fake review. Overall, consumers said the most common tell-tale signs of a fake review were:

  • Repetitive content (60%)
  • An abundance of five-star ratings (58%)
  • A notable lack of detail (56%)
  • Multiple similar reviews from different accounts (50%)
  • Poor grammar and spelling (50%)

Instead of helping boost sales, fraudulent reviews can actually hurt them. Nearly 2 in 3 Americans opted out of a purchase once they suspected the reviews were fake. And a whopping 91% believed it should be illegal for companies to deploy unethical tactics like bribes or chatbots to bolster online reviews.

Your Reviews, Your Choice

Misleading endorsements undermine genuine eco-friendly endeavors and are a hindrance to Americans who seek at least a 4-star rating when purchasing these products. These false reviews not only affect purchasing decisions, they also muddle the trust between consumers, brands, and online marketplaces. Bolstering review verification mechanisms and fostering a more transparent digital shopping landscape could restore consumer trust and uphold the true essence of eco-friendliness in the market.


We collected fake review data via to see which water filter and eco-friendly products had the most fake reviews on Amazon. Over one million reviews were analyzed across 10 different eco-friendly product categories; a total of 167 eco-friendly products were analyzed, with at least four unique items per category. Over 600,000 reviews were analyzed across seven different water filter categories on Amazon; a total of 53 water filter products were analyzed. We also conducted a survey of 1,000 consumers to explore their perceptions about reviews for eco-friendly products.


At, our mission is to guide you through a wealth of information, products, and solutions tailored to meet your specific water quality needs.

Fair Use Statement

You’re welcome to share the findings presented on this page for non-commercial purposes only, provided that you give appropriate credit by linking back to this page.

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