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Green Grows Despite Greenwashing.

Publication: Maintenance supplies
Publication Date: 01-JUL-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Green Grows Despite Greenwashing.(Green Market Pulse)

Article Excerpt
Green Grows Despite Greenwashing

Kate Rusnak

This spring, TerraChoice Environmental Marketing released its newest report on environmental claims in consumer markets. The results are telling: 98 percent of the cleaning products surveyed were found to be greenwashing.

TerraChoice's most recent Sins of Greenwashing study presents both good and bad news for the state of Green in 2009. On the upside, the study indicates that environmental claims are becoming more evidence-based. Legitimate certifications and transparent proof are both on the rise. On the downside, greenwashing still appears to be rampant and a whole new sin has emerged.

The rise of fake labels

TerraChoice calls this the "Sin of Worshiping False Labels," which is an attempt by some marketers to meet consumers' growing demand for third-party certification. The Sin of Worshiping False Labels is committed by a product that, through either words or images, gives the impression of third-party endorsement where no such endorsement actually exists....

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