August 9, 2012
from Environmental Leader
Consumers and companies alike are becoming “confused” and “overwhelmed” by eco-labeling, according to a survey of more than 1,000 international companies including Hewlett-Packard, Nestlé, Canon, Sara Lee and E.On.
The joint study by the International Institute for Management Development and the Ecole Polytechnique de Lausanne concludes that eco-labeling has nearly reached the saturation point with companies and consumers increasingly concerned about the practice’s over-proliferation and credibility.
Germany’s Ministry of the Environment introduced the world’s first eco-label, the Blue Angel, in 1978. Now more than 400 are used across 25 industries in 250 countries.
Only a minority of customers, called “dark green” in the report, are especially cognizant of the notion of sustainability. Their “light green” counterparts are unaware or uninterested, while “mid-green” consumers may think sustainability is important but they don’t want to take the time to find out why.
Because of this, study authors say the idea that the average buyer will spend time sifting through eco-labels is unrealistic.