6/19/2013

Eco-labels are potentially a powerful way to communicate a brand's values to consumers, but used inappropriately, they leave companies open to accusations of greenwashing, write Magali A. Delmas, Nicholas Nairn-Birch and Michaela Balzarova. They propose a three-part framework for managers to identify the right eco-labels for their products and to deploy them successfully.

Related Summaries