Corporate social responsibility and pro-environmentalism has gained importance among consumers too often providing incentives for producers to brand unsustainable products as green or environmentally friendly.
Research on product labelling suggests that “green” has become an
important retail strategy and more and more products on the market are
labelled as environmentally friendly. Therefore, green labels may lead consumers to
assume by default that the products are “green” even if they are not or
do not comply with environmental standards.
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