Research: Americans overwhelmed with 350 green product certifications
December 9, 2010
AUSTIN, TX — As the Federal Trade Commission (FTC) closes its public comment period for its Green Guides, EnviroMedia Social Marketing releases new research that shows 65 percent of Americans would prefer just one seal for green products over the hundreds now that are causing confusion, according to a press release.
It’s increasingly hard to determine if a product is truly green: Certifications like ENERGY STAR help consumers address energy efficiency, however, new standards for water use, packaging, recyclability, toxics and carbon impact are competing for attention and space on the product label the release stated.
The research shows Americans most trust a third-party certification system, like the Good Housekeeping Seal, Green Seal, or Underwriters Laboratory as the primary enforcer of manufacturers’ green claims, the release noted.
"There are more than 350 labels or seals of approval that offer to help consumers know whether a product is green or healthy, which is classic information overload for the consumer''s brain," said Kevin Tuerff, co-founder of EnviroMedia.
"Having one comprehensive national seal to identify the best green products would limit consumer confusion and also hold advertisers accountable to one set of standards," Tuerff added.
Click here to read the complete release.