When Extremely Good is not Enough for Sustainability Disclosures: An Abstract

The wide array of sustainability labels used in retail environments across the globe is staggering. One source indicates that there are currently 463 labels used in 199 countries across 25 industries and the number of labels used is anticipated to grow (Ecolabel Index 2018). Despite this widespread labeling, however, consumers still express confusion over the green attributes of products, suggesting that the information presented on these product labels is frequently insufficient and that this may be a contributing factor to unsustainable choices (Frazier 2007).