Brands aim to move beyond eco-labels

03/10/2011 | Guardian (London), The

Eco-labels have been around for more than three decades, and some CSR advocates question their effectiveness. Patrin Watanatada argues that labeling will continue to play an important role in educating consumers, but will need to be combined with a deep sense of brand-based authenticity and trustworthiness if companies are to persuade shoppers to buy their eco-friendly products.

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