5 questions to ask before using an eco-label

02/23/2012 | Harvard Business Review online

Brands should think before slapping an eco-label on their products, writes Andrew Winston. Labels need to be comprehensible, product-appropriate and designed to address a genuine consumer concern, Winston argues. It's logical "to put information on a car, which is a purchase people research heavily and one that has a significant impact on a household's carbon emissions. Your potato chips, not so much," he writes.

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