This report from the World Resources Institute, in collaboration with Big Room Inc summarizes the findings of the Global Ecolabel Monitor, a comprehensive survey on the performance and organizational structure of ecolabels around the world. The aim of the survey is to increase the transparency of the different ecolabels for the benefit of both producers and consumers. It also sought to reduce confusion among ecolabels so that certifications can be more easily compared, and institutional buyers can recognize the different attributes of using one ecolabel or another. The results will be published to an updated index of all ecolabels in the world in a standardized format at www.ecolabelindex.com to raise awareness about the attributes of different ecolabels and make it easier for people, companies, and others to use them.
From introduction to the report:
Demand for products with ecolabels is growing, though confusion about which companies are truly environmentally responsible persists. For example, the numbers of ecolabeled organic food products and forestry practices have grown at 20-30% per year since the late 1990s and early 2000s (USDA, 2007). A 2009 Mintel study showed that the green market outperformed the US economy as a whole in 2009 and grew by over 40% from 2004 to 2009.
More than a third of US consumers now say they are willing to pay a premium for eco-friendly products (according to a March 2010 Mintel study). In some cases this is even higher, for example 53% of US consumers would be willing to pay a premium for a greener television, according to the Consumer Electronics Association3. In the UK, according to a 2009 Carbon Trust study, 44% of UK consumers want more information on what companies are doing to be green, but 70% do not feel confident about identifying which companies are environmentally responsible4.
Photo from Creative commons: Flickr: Nod Young