Beyond greenwash: explaining credibility in transnational eco-labeling

In: Oxford scholarship online

Abstract

Modern consumers are confronted by a growing array of colorful eco-labels on everything from coffee to computers. Yet, not all of these eco-labels are trustworthy. Despite the existence of well-established best practices for eco-labeling, many labels remain little more than superficial exercises in 'greenwash.' How can consumers separate greenwash from genuine attempts to address environmental challenges? 'Beyond Greenwash' systematically investigates the credibility of transnational eco-labeling in a global and cross-sectoral context. It brings original data, an innovative mixed-method research design, and a unique measure of procedural credibility in transnational governance to bear on one of the most salient questions in contemporary global environmental politics.