Environmental claims are defined as assertions made by firms about the environmentally beneficial qualities or characteristics of their products or services. They have the potential to play an important role in encouraging consumers to make choices which support green growth and sustainable consumption.
The impact of claims will be reduced, however, to the extent that they are unclear, unsubstantiated, confusing, deceptive or fraudulent. When this occurs, there is a risk that consumer interest and confidence in green products and services will diminish.
Governments and other stakeholders are challenged to understand how consumer behavior is changing and to develop tools and mechanisms that support consumer choices for environmentally-friendly products and services.
The workshop explored what is the role of governments and other stakeholders in enhancing the value and effectiveness of environmental claims for consumers who would like to take environmental impacts into consideration when making purchasing decisions. It provided a platform for stakeholders to share information on:
How firms are using environmental claims to promote their products.
How such claims are being perceived and evaluated by consumers.
What consumer agencies and other stakeholders could do to enhance the value and effectiveness of these claims.