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Consumer perceptions of effective and credible Green Claims

How do consumers feel about green claims, otherwise known as ‘environmental claims’ or ‘eco-friendly claims’?

01 Oct 2022

Lack of clarity about what each eco label means exactly, who is responsible for making sure the claims are valid, and why it is better than other eco labels has led consumers to mistrust these green claims. Additionally, the consumers are aware of the marketing advantage that companies are trying to achieve by making these claims, and therefore remain skeptical.

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