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ABSTRACT
Although the introduction of environmentallyfriendly, or "green," products has increased in recent years, confusion remains with respect to consumers' understanding of the meaning of environmental product claims. Green product certification has emerged as an attempt to clarify and validate environmental product claims. however, our knowledge of the effectiveness of this type of certification remains vague. This study builds upon research on both seals of approval and environmental marketing by examining the effectiveness of green product certification (in the form of a green seal of approval).
Evidence from prior studies suggests that consumers often fail to comprehend the meaning of seals of approval. We therefore considered three levels of product certification rather than a dichotomous presence/absence of a seal of approval...