Green Labeling and Marketing

Paper Summary:

The paper's author contends that the global warming crisis and skyrocketing energy costs are causing businesses of all types to look for more cost-efficient methods of doing business. The writer continues and states that a growing number of companies have benefited from incorporating environmentally responsible systems into their operations. The writer then provides an overview of so-called "green", i.e. environmentally friendly, product labeling and marketing techniques, including recent Federal Trade Commission policies and actions concerning "green marketing claims" and "green labeling"; the ISO 14020 series that covers eco-labeling; and "green washing". A summary of the essential factors about the core elements of these issues and important findings is presented in the conclusion.

Outline:
Introduction.
Review and Discussion.
Federal Trade Commission Recent Policies/Actions on "Green Marketing Claims/Green Labeling Techniques.
ISO 14020 Series.
Green Washing.
Conclusion.
References.

From the Paper:

"As noted above, there are a number of benefits that accrue to green business practices that extend far beyond the immediate cost savings that might be realized through their use. One of the more important of these is the increased consumer demand that can be generated by promoting a company's products as being environmentally friendly. For instance, according to Fimbel, Grajel, and Robinson (2001), "Logging companies may be persuaded to comply with conservation measures associated with paying a conservation bond, if consumer demand for green-labeled timber was sufficient to significantly alter their profit margins" (p. 395). This author adds, though, that the results of a recent study also found that although several logging companies in Central and South America improved their market positions by selling certified wood, there was no evidence that timber purchasers were willing to pay substantially higher prices for certified timber (Fimbel et al.). This trend is being evinced in the European Union as well, where environmentally conscious consumers may elect to purchase a green labeled product over one that is not, all other things being equal. In this regard, Fagotto and Graham recently reported that, "The British government recently unveiled a plan to develop standard metrics for greenhouse gas emissions of products and services as a first step towards a green labeling system that would guide consumers' and businesses' choices" (p. 73)."

Sample of Sources Used:

• Albritton, R., Bell, S., Bell, J. R. & Westra, R. (2004). New socialisms: Futures beyond globalization. New York: Routledge.
• Clark, D. S. (2007). Issues for comment. Federal Trade Commission. [Online]. Available: http:// www.ftc.gov/os/comments/greengudesregreview/533431-00028.pdf.
• Cummings, C. H. (2006, July-August). Ripe for change: Agriculture's tipping point. World Watch, 19(4), 38-39.
• Delmas, M. (2000). Barriers and incentives to the adoption of ISO 14001 by firms in the United States. Duke Environmental Law & Policy Forum, 11(1), 1.
• Dube, S. (2007, February 27). Green labelling of food may come in to reward the best producers. Western Mail (Cardiff, Wales), 1.

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