Consumer Attitudes Toward Environmentally-Friendly Products and Eco-Labeling: 2008

Report Summary

More than ever before, consumers face a plethora of labels making claims about the environmental-friendliness of products. The use of labels is promoted in hopes of ameliorating diverse environmental harms – from pesticide use and fish-stock depletion. They are sponsored by various organizations, including government agencies, industry groups and environmental groups. The GfK Roper Yale Survey sought to understand the perceptions of eco-labels and environmentally-friendly products held by Americans and Canadians. Are American and Canadian consumers interested in purchasing environmentally-friendly products? Do they prioritize environmental concerns over price and quality? Do they know much about existing labels? How trustworthy are labels endorsed by different groups? Examining four different products, Americans and Canadians were asked for their attitudes on these important questions.