For eco-labels, the devil is in the details

10/30/2013 | GreenBiz.com

When implementing new eco-labels, it pays to call in a psychologist, new research suggests. Consumers sometimes struggle to understand the complexities of eco-labels, and industry-friendly practices -- such as comparing automobile fuel efficiency only against similarly sized vehicles, rather than against a fixed scale -- often serve to confuse consumers and obfuscate products' actual environmental impact.

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