Research conducted by consumer rights group Euroconsumers has highlighted a knowledge gap when it comes to verifying true green claims versus greenwashing. The survey was conducted in 2021 in Belgium, Italy, Portugal and Spain. Findings are representative of the general populations, spanning ages 18-74.
Consumer trust in green claims is low. The reasoning for this has been linked to packaging confusion and unsanctioned standards for environmental ambitions. Though it has been shown that consumers are willing to engage with conscious purchasing, labelling needs to make it easier to do so, according to the new survey.
Euroconsumers conducted the survey to determine interest in green claims. Following data analysis, it is now “eagerly awaiting” the European Commission’s new initiatives to empower consumers to make better choices. This is considered to be a positive step towards eradicating commercial greenwashing.
“We need to make sure every green claim or label on the market, whether public or private one, is to be trusted”, said Els Bruggeman, head of policy and enforcement at Euroconsumers in a statement. “Only when knowing every label on the market is understandable, correct and trustworthy, will consumers be truly empowered to make confident choices for more sustainable options. Needless to say we are eagerly awaiting the Commission’s legislative proposals to tackle greenwashing”
The survey showed that consumers value labels as...
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