Above all, several studies are showing that product sustainability and brand responsibility information have a positive impact on consumer behaviour and purchasing decisions.
Further, the 12th UN Sustainable Development Goal addresses the need for Responsible Consumption. However, the malpractice of greenwashing and the imprecise, unclear, incomparable, unsubstantiated, or irrelevant volume of information often confuse consumers and their choices.
Certainly, the proliferation of diverging, unchecked or insufficiently defined ethical claims are negatively affecting the reputation of claims and labels. In short, they are leading to a general mistrust and confusion at all levels.