Examines consumer decision-making regarding environmental marketing claims, suggesting the need for standardized terminology.
Consumers have demonstrated a willingness to buy products and packaging with recycled content and pay more for more environmentally conscious choices. Yet, they are ill-equipped to sort through the maze of advertising claims to determine an appropriate choice. Standardization of terms and claims could help consumers make decisions.
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Brenda J. Cude (1993) studied this question.
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